Is the safari jacket really the style icon it’s claimed to be? At Norton & Townsend, we believe it is, and its resurgence in 2025 might just make this the year of the safari.

While today it may be worn with a touch of panache by the more stylish civilians among us, the safari jacket’s origins lie not in fashion, but function – specifically, in the dusty battlegrounds of Africa during the Second Boer War. Between 1899 and 1902, British troops stationed on the continent adopted khaki-coloured cotton drill uniforms designed for heat, mobility, and practicality. This was the earliest form of the safari jacket as we know it.

From those rugged beginnings, the jacket found its way into civilian wardrobes. By the 1930s, the likes of Ernest Hemingway championed the garment, donning custom versions from then-elite outfitter Abercrombie & Fitch during his African expeditions. With a hunting rifle in one hand and a weathered safari jacket on his back, Hemingway turned utilitarian garb into something unmistakably masculine, romantic, and adventurous.

By the time World War II broke out, the safari jacket had become standard issue not only for British forces, but also for German troops – and gained popularity in fashionable Italian circles too. With its epaulettes, bellowed pockets, belted waist, and breathable fabrics, it was the ultimate blend of style and functionality.

Then came Hollywood.

The 1940s through the ’50s saw the safari jacket transformed into a cinematic icon. It graced the screens on the shoulders of Douglas Fairbanks Jr. in Safari (1940), Gregory Peck in The Snows of Kilimanjaro (1952), and Clark Gable in Mogambo (1953). It was no longer just a military or explorer’s uniform – it had arrived in the world of leisure, romance, and screen legend.

But it was in 1967 that the safari jacket truly entered the fashion mainstream, courtesy of none other than Yves Saint Laurent. His gabardine version, launched from his Paris boutique, ignited a global obsession that defined 1970s style. Suddenly, the safari jacket was high fashion – a statement piece worn in urban jungles rather than African plains.

Two of the most enduring modern icons of the style? HRH Prince Charles and the late, great Sir Roger Moore.

Prince Charles, known for his classic British tailoring, has long shown a knack for wearing the safari jacket with the same ease as his bespoke Anderson & Sheppard suits. Then there’s Sir Roger Moore – arguably the king of the safari jacket – who sported them in five James Bond films, as well as The Persuaders, The Saint, and The Sea Wolves. Few wore it better.

Yet, for all its star power and cinematic flair, the safari jacket has had its highs and lows. The 1990s through early 2010s saw the style relegated to costume or cliché. It vanished from the fashion foreground – replaced by sleeker silhouettes and minimalist cuts.

But that’s the beauty of true design classics: they always return.

In recent years, the safari jacket has made a confident comeback. Today, it’s no longer just for explorers or aristocrats – it’s a versatile outerwear essential worn by the modern man who appreciates both substance and style. Whether belted or unbelted, buttoned or open over a T-shirt, its timeless silhouette adds effortless flair.

From the savanna to Savile Row, the safari jacket has proven its enduring appeal – and here at Norton & Townsend, we believe it deserves a central place in every stylish wardrobe.

 

Introducing Our Safari Summer Offer

We’ve partnered with Marton Mills, a heritage mill in Yorkshire, to bring you an exclusive fabric from their new Bardsey range – an 80% wool, 20% linen mix that breathes beautifully, drapes effortlessly, and crucially, resists the heavy creasing of pure linen. Perfect for travel, city wear, or summer events.

From now until August 31st, 2025, take advantage of our Safari Summer offer:

  • Bespoke Safari Jacket – £700
  • Bespoke Blazer (same fabric) – £750
  • Full Safari Suit – £995

 

This fabric has already sold out twice – don’t miss your chance. Whether you’re dressing for a garden party or jetting off on an adventure, a bespoke safari jacket could be the style upgrade of the season.

Quote “SUMMER SAFARI” when booking with your tailor to redeem the offer.

At Norton & Townsend, we don’t just make clothes – we help build wardrobes that last a lifetime.