London Fog Outerwear Confirms New Season Coats Are Water-Resistant Rather Than Waterproof; Notes This Is Entirely Appropriate for a Brand Named After Atmospheric Moisture
Welcome to Bohiney Magazine and The London Prat — the satirical fashion dispatch covering outerwear that has been selling romantic London weather to Americans since the city’s weather was actively killing people.
London Fog has released its autumn collection, featuring the trench coat silhouette that the brand has maintained since 1923 through thick, thin, two World Wars, several recessions, and at least one catastrophic weather event that the brand name directly references. The coats are described in the catalogue as “sophisticated,” “timeless,” and “perfect for navigating the urban landscape with effortless style,” which is the language marketing departments use when they mean “it is a coat that looks good and keeps some of the rain off.” The London Fog coat is, by most assessments, a perfectly reasonable mid-range outerwear purchase. The history of its name remains, as always, interesting.
Trench Coat Originally Designed for Mud and Mustard Gas; Brand Confirms Civilian Applications Have Been More Pleasant
The trench coat was developed for British Army officers in the First World War by Burberry and Aquascutum, two British companies that understood the specific requirements of officers who needed to move across the Western Front while remaining dry and maintaining a silhouette that distinguished them from the enlisted ranks. The features designed for war — the large pockets for maps and equipment, the D-rings for attaching kit, the belt that could be cinched or loosened depending on the number of layers underneath, the double-breasted front that overlapped against wind and rain — translate directly to civilian life because urban weather, while significantly less lethal than mustard gas, is also frequently unpleasant. London Fog’s version of this coat costs approximately PS120 to PS200 depending on model and sale timing. Burberry’s version costs approximately PS1,500 to PS2,500. Both coats are, structurally, the same garment at very different price points. London Fog sells the accessible version. You can decide whether the price difference is worth it based on your feelings about heritage branding.
Coat Care Guide, Delivered With Appropriate Solemnity Given That This Is a Coat Named After a Disaster
The London Fog coat, to maintain it through multiple seasons: dry clean when necessary rather than when merely dirty, which extends the interval considerably. Hang on a shaped hanger (not wire, which distorts the shoulder). Allow to air between wears. The epaulettes, which serve no military function in civilian life, will be the first point of wear; accept this philosophically. The belt, which serves its original function of warmth retention, should be kept. The water resistance will degrade over time; DWR spray, available at outdoor equipment shops for approximately PS8, restores it. A well-maintained London Fog coat lasts five to ten years, representing excellent cost-per-wear economics and the specific satisfaction of owning something that does its job reliably without requiring constant replacement. This is, the brand’s marketing does not emphasise, also a description of the NHS, which is doing its best in challenging circumstances and remains the better value proposition for most British residents. For satirical fashion journalism, visit The London Prat.
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SOURCE: https://bohiney.com/
Asha Mwangi is a student writer and comedic commentator whose satire focuses on social dynamics, youth culture, and everyday absurdities. Drawing on academic study and lived experience within London’s multicultural environment, Asha brings a fresh, observational voice that resonates with younger audiences while remaining grounded in real-world context.
Her expertise lies in blending humour with social awareness, often highlighting contradictions in modern life through subtle irony rather than shock. Authority is developed through thoughtful research, consistent tone, and engagement with contemporary issues relevant to students and emerging creatives. Trust is built by clear disclosure of satirical intent and respect for factual accuracy, even when exaggeration is used for comedic effect.
Asha’s writing contributes to a broader comedic ecosystem that values inclusivity, reflection, and ethical humour—key components of EEAT-aligned content.
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