The Legend of Leicester
Alongside our heritage in creating world-beating sportswear during the past two centuries we also have a close affinity to the historic city of Leicester. A city famed for its sporting achievements it’s a place that has also garnered global recognition for its high-quality clothing production. During the same time that we became officially known as Admiral (whilst operating from our factory in Wigston) in the 1930s, the city itself was named the second richest place in Europe thanks to its garment production.
Leicester is the place where everything started for us and we’ve always acknowledged that our success is a result of the high production values, incredible attention to detail and sheer dedication put into our clothing by the people who live and work there. Which is why we intend to continue this lineage of uncompromising and expert craftsmanship within all of our pieces and to use independent, British manufacturers wherever possible.
This season the various towns and villages that makeup this legendary garment making city have also provided us with some vital input through the names, we’ve chosen for each of these inspired pieces. Using poignant local areas these product titles are our nod of respect to our roots as well as Leicester’s pioneering, sporting spirit.
Which is why we called out staple t-shirt the Aylestone, named after the park where Gary Lineker first learned to kick a ball. Our Welford rugby shirt in honour of the local rugby team that’s been in existence since 1892. Then there’s the Beaumont training shirt, named after the Beaumont Leys area, where professional superweight boxer Martin ‘The Immaculate’ Concepcion grew up. The Belgrave waffle t-shirt takes its impressive title from the location of a cycle track that was once home to the Leicester fosse. Whilst our signature Wigston sweatshirt is named in honour of the place where the Admiral story first started and the local people of Wigston who made it happen.
Words by Mark Smith