Jiffy fashion has been around since the 1970s and has gone through a number of revivals.
However, in a new campaign launched in New Delhi, Barbour has brought back the vintage style.
The re-branded Jiffys re-embraces the classic silhouette, which was first created in the mid-19th century, with a modern twist.
Barbour’s revival garments feature an all-over mesh pattern, as well as a design that blends the vintage look with modern touches, such as a fabric blend.
The company says the new Jiffies re-inspired garments are the best in their category.
The brand is not the first to make an effort to bring back vintage look to the masses, but Barbour’s re-re-rebranding of its garments is a bold move by the company.
The brand said the re-branding will help it attract younger consumers who are more likely to embrace vintage fashion.
The re-design of Jiffo is a tribute to the heritage and heritage spirit that has inspired the company for the past 40 years.
We believe the rebranding is a step forward to modernise Barbour and make the brand relevant again to the global marketplace, Jiffarababarbour CEO Rahul Singh told The Times of India.