The Greenwich Ranger: Our Heritage Play on the Iconic Sloane Ranger Look

In 1984, the New York Times wrote: “Visitors to London who wish to study the [Sloane Ranger] should simply take a walk through Sloane Ranger land - known to the Post Office as SW 3, 5, 7 and 10 districts, and to the general public as Knightsbridge, South Kensington and Chelsea - where they will find them thick on the ground: at work, rest and play in their natural habitat.”

Through the 1990s, Sloane Rangers seemed to have the life every Londoner wanted - clean cut, fashionable - “Rangers” were typically “up the country” upper-class men and women who came to London after completing finishing school or university. They are young, very young - and the goal was marriage - after which, upon the little Sloane’s arrival - the happy couple would decamp back to the countryside, Range Rover and Labradors in tow. 

Princess Diana, for the most part, was their leader. The “POW”, as she was known to her peers, set much of the era’s fashion trends, especially during her engagement to Charles. 

Forty-plus years later, we pay tribute to this iconic fashion era in London’s history and re-imagine the modern Sloane Ranger in his or her new habitat as the Greenwich Ranger in our HERITAGE collection.

Perhaps she’s walking her Labrador through the tree-lined walkways of Greenwich Park. 

Or he’s grabbing his morning matcha at Gail’s on Nelson Street on his way back from tennis with friends. 

They’ll meet for a date off Crooms Hill and go for a walk along the river by the Naval College. 

Come celebrate the era of Cool Britannia with us.