How tweed is helping country style enter the mainstream

Rural fashion has long been shaped by the demands of countryside life.

Its origins lie in practicality, designed to suit farmers and landworkers braving unpredictable weather and outdoor work.

Back in the 18th and 19th centuries, the British aristocracy headed to the countryside for leisure, taking up pursuits such as fox hunting, shooting, and fishing.

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Their clothing had to be functional, but it also had to reflect their status.

The result was attire crafted from robust, weatherproof fabrics such as tweed, waxed cotton, wool, and leather.

Today, that same rugged elegance is being reinterpreted for contemporary wardrobes.

Classic country garments, tweed jackets, waxed coats, and flat caps are gaining popularity far beyond the fields, blending timeless tradition with a modern edge.

British styling

Involved in this change is Crow and Jester, a brand established in 1997 and best known for its distinctive caps and bold, British styling.

The label is preparing to launch a new limited-edition, ready-to-wear collection at this year’s Game Fair, running from 25-27 July 2025 at Ragley Hall, in Worcestershire.

Each of Crow and Jester’s caps is handcrafted in a family-run workshop in Scotland, using British-milled tweed and finished with a signature brass button.

The brand’s new men’s and women’s collections, designed by founder Simon Horsley, mark a fresh evolution while staying true to its roots.

Gangsters and tweed…

“We decided to create a limited-edition run of ready-to-wear pieces for this year’s fair,” Simon says.

“We will be quite prevalent because of the interest in the Netflix series The Gentlemen, which is gangsters and country tweed, a bit of a juxtaposition.

“Everyone likes the idea of a bad lad in the countryside.”

The Crow and Jester brand gained recent visibility through the show, where actor and former football hardman Vinnie Jones wears one of its “Baker Boy” caps.

The firm has now been commissioned to create all of Mr Jones’ formal suits and tweed caps for the upcoming new series.

Simon suggests that this combination of gritty character and heritage fabric has helped shift public perception.

“The introduction of the Baker Boy and the lead actor being a duke has made country attire seem more accessible,” he says. “I think it has normalised country folk and countryside clothing.”

Mainstream fashion

Simon reflects on how rural fashion, once seen as just tradition, is now being reimagined by younger audiences.

“Country attire has always been there. If you talk about tweed, it’s heritage, it’s something we should embrace and be proud of.

“Why shouldn’t it be more intertwined in mainstream fashion?

“If we bring beautiful tweed into the mainstream by putting it in a bomber jacket, say, or another piece, then people realise, oh hang on, I can take this fabric and wear it in another way.”

Simon sees the crossover between countryside and city style as a growing trend, with part of the appeal lying in its authenticity and sustainability.

Sustainability

“Loads of people moan about how this country is going,” Simon says.

“But then they are happy to buy a £1.50 garment from unsustainable mega stores.

“Tweed is one of the most honest, sustainable products out there, and it helps to sustain an industry.

“There is more of a trend now towards natural fibres without microplastics in them, which very much lends itself to countryside clothing, and that’s a good thing,” he adds.

Young farmers, in particular, are helping drive this shift, bringing glamour and individuality to traditional pieces.

“Way back, clothing was just for durability and functionality.

“But now the young farmers are wearing heritage items with glamorous touches. Tweed and glam,” says Simon.

“Tweed is a good crossover; it shows where you come from, your heritage, that you’ve come from a day of working the land, and then you can wear touches of tweed again for a glamorous look in the evenings.”

Culture

This rural reinvention is not going unnoticed at cultural events either.

“Fashion in the field has become normal,” Simon says.

“You see farmers wearing tweed, boots and big jewellery to evening events, and then you’ll see city-goers wearing that exact same look at Glastonbury.”

Tweed’s heritage and durability also appeal to eco-conscious consumers.

“Tweed being so lasting encourages people not to throw things away,” Simon says.

“It’s an opportunity to celebrate heritage fashion and a chance for fast fashion to end.”

The Game Fair 2025

The Game Fair is a long-standing celebration of rural life, countryside culture, and traditional field sports.

Held annually, the event draws thousands of visitors to experience everything from falconry displays and clay shooting, to gundog trials and fishing demonstrations.

It also serves as a key moment in the rural fashion calendar.

© India Hodder

With hundreds of exhibitors on site, visitors can shop for everything from artisanal food to countryside apparel.

Crow and Jester will be among them, with a new luxury store.

This year’s Fair takes place at Ragley Hall in Alcester, Warwickshire, from 25-27 July.

Tickets can be purchased online from the Game Fair website, with adults charged £36 a day in advance, or £75 for a three-day ticket.

The sat-nav location is B49 5NJ, though organisers recommend visitors just follow the yellow AA signage, or better still, travel by bus from Redditch, or train and taxi from Stratford-upon-Avon.