What’s in a name? Well, quite a lot actually. Especially if you’re a global luxury brand with decades, or even centuries, of esteemed design heritage to uphold. These luxury labels become synonymous with their aesthetic reputation and I don’t just mean their logo. I’m talking about the visual handwriting that flows through every piece in their collections.
Name a luxury designer label, and what’s the first thing that comes to mind? Chanel instantly evokes images of monochrome elegance, neat boxy silhouettes, boucle textures, and strings of pearls. Dolce & Gabbana brings to mind bright colours, bold florals, quirky embellishments, and intricate lace. Ralph Lauren, on the other hand, is synonymous with checks, preppy silhouettes, sporty influences, and timeless heritage. Yet, there’s so much more to each of these iconic brands than these signature elements alone.
A luxury brand’s name is also synonymous with its philosophy – something that began with the values of its founder. These founders were often artists, artisans and innovators. They believed in high quality, exquisite beauty and time-honoured craftsmanship. They specialised in one area – be it leather goods, wool or practical outerwear. They developed, refined and nurtured their own ideas and skills, before passing them generously on to their workers and successors. These founders ensured that the next generation of designers and creators could continue to celebrate and build on their values and expertise.
A luxury brand name bears the weight of this too. Their names honour the personal legacies of the founders and help to keep their vision alive. Let’s take a look at some luxury and designer brands whose names embody exactly that.
LOEWE
Loewe is Spain’s most historic luxury brand, and was founded in Madrid in 1846. Its beginnings were humble – it was originally a collective of leather craftsmen working in the same workshop. In the 1870s designer Enrique Loewe Roessberg arrived from Germany, took the helm at the collective and consolidated it under one name: Loewe. And so Spanish tradition and German innovation joined forces to create a luxury leather goods brand.
(Side note: talking of brand name meanings, “Loewe” literally means “lion” in German. That certainly seems fitting given the leadership qualities Enrique would need to have demonstrated. The pronunciation is also important: the “w” should be sounded like “v”, just as it is in German. So, “Low-eh-vay”.)
The collective’s skills in leatherwork were virtually unmatched – something that continues to this day. Loewe’s modern leather collections are crafted by master artisans working with over 180 years’ worth of knowledge. Indeed, craft legacy sits at the core of Loewe. The brand is continually committed to championing hand skills, and has set up the Loewe Foundation Craft Prize to uphold the values of traditional craftsmanship worldwide.
HERMÈS
Hopping across the border from Spain to France, we arrive at another heritage luxury label: Hermès. Hermès was also founded in the early 19th century, and likewise began as a leather goods workshop. The founder was Thierry Hermès, a craftsman who specialised in making high-end equestrian harnesses and saddlery for French nobility and European royalty. His products were technically sophisticated and beautifully made, gaining Thierry a reputation for excellence.
(Side note: as well as being the founder’s surname, the word “Hermes” also has roots in classical Greek mythology. Hermes was the ancient Greek god of messengers, travellers and trade – quite fitting for a successful brand with global reach!)
Following Thierry’s death in 1878, his son Charles-Emile took over, not only expanding the brand globally, but diversifying its product offering too. In the 1920s Hermès launched its first handbag collection, followed by haute couture apparel and silk scarves. In 1984, Hermès returned to its leatherwork roots and unveiled arguably its most iconic piece: The Birkin Bag.
Despite being a very different brand to the one that made equestrian goods in 1837, Hermès still prides itself on showcasing the same fine craftsmanship and attention to detail. In 2021, the brand opened its 19th leather workshop and also founded the École Hermès des Savoir-Faire – a school which provides professional apprenticeship training supported by a national diploma in leatherwork.
JOHNSTONS OF ELGIN
The oldest of the luxury brands featured here, this Scottish knitwear label has a rich heritage dating back an impressive 228 years. In fact, the brand proudly states that its knitwear has been “Crafted With Care Since 1797”.
Just before the turn of the 19th century, businessman Alexander Johnston invested in international shipping to enable his wool to reach new markets across the Atlantic. His fibres were natural, renewable and biodegradable – an important feature that remains true to this day, whether you’re buying a merino wool sweater, lambswool blanket or cashmere coat.
Johnstons of Elgin continues to be built by generations of families who place huge value in nurturing and sharing the traditional, time-honoured skills that have existed for 200+ years. The brand’s artisans believe that the sensory combination of sight and touch is more effective than any machine, ensuring a level of craftsmanship that’s both refined and deeply personal. Indeed, at its Scottish mills, over 30 people will handle the production of a single scarf.
Gentle hands are also needed to ensure no step in the process is rushed. From raw product to finished piece, Johnstons of Elgin believes that quality takes time, and that the beauty of natural wool and cashmere yarns must be protected. Their products are created to be worn and loved. The timeless designs, superior craftsmanship and high quality yarns are intended to last a lifetime.
This year the company was granted a Royal Warrant of Appointment to His Majesty The King. A prestigious honour, it serves to highlight Johnstons of Elgin’s enduring commitment to craftsmanship, quality and sustainability.
BURBERRY
Another British brand with a reputation for blending tradition and innovation is Burberry. Just like Loewe, Hermès and Johnstons of Elgin, Burberry is named after its founder: in this case a 21-year-old draper’s apprentice called Thomas Burberry.
As an adventurous young man growing up in rural Hampshire in the mid-19th century, Thomas Burberry spent a lot of time outside. It was here he noticed a problem with most outerwear – it was thick, heavy and difficult to move in. He set about using his skills to create a new style of practical outerwear that could combat the inclement British weather. His revolutionary approach resulted in the invention of gabardine fabric, a tightly-woven twill that’s durable, breathable, relatively lightweight and water-resistant (of course!)
Thomas Burberry’s gabardine trench coats were widely used in the military, and the style was adapted for WWI British army officers fighting in the trenches. As this functional fabric grew in popularity, it was worn by sportspeople, aviators and even explorers – Sir Ernest Shackleton and his crew wore Burberry gabardine coats during their 1907 voyage to Antarctica.
The role Burberry played in these key moments in British history has undoubtedly shaped the brand and helped to cement its rich heritage. Over the past century, it has continued to define its leading status within the luxury fashion industry. Just like its founder Thomas Burberry, the brand is bold, forward-thinking and innovative in its approach to design. The legacy of exploration and adventure sits side-by-side with timeless British style hallmarks – military detailing, natural fibres, all-weather practicality and splashes of iconic Burberry Check.
Enrique, Thierry, Alexander and Thomas: these four founders all took a risk and gave their names (as well as their personal reputations) to their fledgling businesses. I doubt whether any of them thought that in 2025 we’d still be saying their names and buying their products.
Each of them was fully committed to their vision, dedicated to their craft and proud to bestow their own name upon that. They wanted to celebrate who they were and where they came from. They also wanted to honour what they believed in: craftsmanship, care, consideration, timelessness, beauty, innovation, heritage and history.
And what about now? In 2025 it’s the responsibility of today’s luxury CEOs and Creative Directors to continue to honour the personal legacy of their brand’s bold founder. Join us as we uncover how luxury can evolve with purpose in our #KnowYourLuxury series — because true luxury begins with awareness.
