The Shackleton Story so far, from Shackleton Co-Founders, Ian Holdcroft and Martin Brooks. 




Ian Holdcroft and Martin Brooks launch Shackleton, backed by the Hon. Alexandra Shackleton


The first Shackleton Endurance Parka is developed, now synonymous with the brand and polar exploration

We develop the Shackleton Explorer Jacket for Aldo Kane's descent into Mount Nyiragongo volcano in the Democratic Republic of Congo

Apparel sponsor to Scott Sears’ record-breaking South Pole expedition


Expedition partner and official apparel supplier to Louis Rudd’s 56-day solo crossing of Antarctica

Sponsor to Adaptive Grand Slam’s Everest climb

Partnership with Antarctic expedition specialists Polar Latitudes to develop the Legacy Jacket


We develop the world’s first extreme-weather photographer’s jacket, the Frank Hurley, in partnership with Leica Camera AG

Ian Holdcroft, Shackleton Co-Founder, rows 2800 miles across the Atlantic Ocean with Felix Five 

We open a seasonal pop-up store in Mayfair, London


Our Endurance Parka is awarded ‘Best Winter Jacket 2020’, beating brands including Canada Goose, The North Face and Patagonia

Shackleton named 'Brand of Tomorrow' by Walpole, the British luxury brands association

We open a seasonal pop-up store at 11 King's Road, London, featuring a perfect replica of the 23ft lifeboat J. Caird


We partner with NGO Blue Marine Foundation to launch the Antarctic Protector Parka and support the mission to see the designation of four million square kilometres of marine protected areas (MPAs) in the Antarctic

We host the inaugural Antarctica Now, a seven-day online festival featuring leading experts on all things Antarctica

Our Antarctic Protector Parka wins ‘Best Winter Jacket 2021’ in the T3 Awards

We launch the Centenary Collection in celebration of the 100 year anniversary of Ernest Shackleton's death in 1922 and inspired by the iconic pieces worn by Shackleton and his men throughout the ‘Endurance’ expedition

We open a seasonal pop-up store on Regent Street, London 

Christopher Shaw joins Shackleton as Chairman

We establish our nine foundational commitments 


On the 5th of January Ian Holdcroft and Martin Brooks launch the inaugural Shackleton Medal at the Royal Geographical Society 

At the same moment, Louis Rudd and Martin Hewitt make a live phone call from the South Pole to assembled guests at the RGS, having just arrived at 90°s, completing the first phase of the Adaptive Antarctica challenge, fully equipped in Shackleton apparel

On the 15th of January Louis Rudd and Martin Hewitt summit Mount Vinson, completing the second phase of the Adaptive Antarctica challenge

We launch our partnership with the Royal Geographical Society exhibition, Shackleton’s legacy and the power of early Antarctic photography

On the 5th of April Dr. Heïdi Sevestre is named winner of the inaugural Shackleton Medal

Louis Rudd and Wendy Searle run 6 weeks of Shackleton Challenges in Finse Norway

Our Lockroy All-Conditions Parka wins ‘Best Winter Jacket 2022’ in the T3 Awards

We launch the Shackleton South Pole Last Degree Challenge

In September the Shackleton Store opens at 18 Russell St, Covent Garden, WC2


In January we delivered our first ever South Pole Last Degree Challenge and secured £1,252,882 in funding from 532 investors from our crowd funding campaign

We launched our elite range of technical apparel CHALLENGER, tested in extremes by explorers around the world 

In February Ben Parsonson was appointed Chief Operating Officer

On the 5th of April Pen Hadow is named winner of the 2nd Shackleton Medal

In July Bella Hepworth was appointed Creative Director 

Following a successful recce, in August we launched our Lofoten Expedition Challenge

September saw the launch of the LIVE COURAGEOUSLY campaign where we interviewed inspirational women about what courage means to them to mark the launch of our first ever women's range 

Our first ever flagship store at 214 Piccadilly officially opened its store on the 7th of October which we promptly celebrated with our first in-store event, the launch of the first ever pulk suit designed specifically by and for women and the Women's Polar Skills Challenge 

In December Pole to Pole, who selected Shackleton for their world-first electric vehicle expedition from a North Pole location to the Geographic South Pole successfully completed their expedition


We launched our first ever desert-based Challenge the Arabian Desert Skills Challenge