Viyella was originally a blend of wool and cotton first woven in 1893 in England, and became the "first branded fabric in the world". It was then made of 55% merino wool and 45% cotton in a twill weave and developed by James & Robert Sissons of William Hollins & Company, spinners and hosiers. The brand name, Viyella is based on the unusually-named valley road, Via Gellia near Matlock, Derbyshire, where in 1890 Hollins & Co acquired a mill used for the early production of Viyella. Their factory was only a few miles from “the birthplace of industry” at Cromford, where, in 1772, Robert Arkwright had set up the world’s first ‘factory’. The Viyella trademark was first registered in 1894, and registered in the United States in 1907, and covered not only the original fabric, but also clothing. At first this was made by separate businesses, but it was not long before Hollins started producing their own clothes and offering franchises to manufacturers who would use the Viyella label. The first ready-made garments using Viyella were shirts and nightgowns, and soon dresses, slips and other clothing. It was also made into sheets, and at one time Viyella yarn was available for home knitting. In the mid-20th century the fabric was popular for children's clothes including pyjamas, shirts and dresses; but soon became associated with sensible, cosy clothing. Viyella shirts became ‘de rigueur’ for British officers during WW2, thus creating a hallmark of quality and exclusivity which continues to this day. Later in the 20th century The Times stated that Viyella was used by designers interested in "vintage" style, like Laura Ashley, and creators of "modern classics". In 2009 the brand was acquired by the Austin Reed Group and continues to echo the same unrivalled craftsmanship and tailoring found in this famous menswear label; classic, understated and elegant without exception. We at Country Attire heartily agree!