The Shackleton Story
The Shackleton Story so far, from Shackleton Co-Founders, Ian Holdcroft and Martin Brooks.
OUR STORY SO FAR...
2016
Ian Holdcroft and Martin Brooks launch Shackleton, backed by the Hon. Alexandra Shackleton
2017
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
2018
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
2019
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
2020
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
2021
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
2022
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
2023
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
2024
We launched our first ever desert-based Challenge the Arabian Desert Skills Challenge
