Dust PR has been appointed by British luxury outerwear brand Grenfell to handle its relaunch with a remit that includes PR, social media, VIP, influencer seeding and events. Established in 1923 by the Haythornthwaite family in Lancashire, the brand began as a ‘wonder-fabric’ developed specifically to meet the outerwear needs of explorer and missionary doctor, Sir Wilfred Grenfell who agreed to lend the fine cloth his name. Over the following decades it was worn by British Royalty, racing car drivers, adventurers and aviatrixes, outdoorsmen, sportsmen and style icons including Cary Grant and Mae West. Grenfell, which is manufactured by its own factory in London,  will be launching its new e-commerce website in August. Tying in with a collaborative collection yet to be announced, the brand will be participating in the re-enactment of Sir Malcolm Campbell’s 1925 150 mph land-speed record at Pendine Sands, Wales on 21 July and making an appearance at Goodwood Revival in September.

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