The company was founded in 1963 by Arthur Bernard Sugarman (1925-1987), who was born in Brighton as a son of a Jewish salesman. He emigrated to the United States in 1946, via Canada, and changed his nationality to American. He married the daughter of a Californian clothes producer and later returned to Brighton, where he bought a concourse shirt factory. The brand became famous for being sported by several well-known musicians and singers. The brand has been the fourth largest men's casual wear brand in the United Kingdom.