However later, Burberry began to experiment with the development of materials and clothing that could be used for outdoor activities such as fishing and hunting.

To do so, he partnered with British cotton manufacturers, and aimed to provide weatherproof textiles that would appeal to the growing middle-class and countryside.

[2] Burberry's involvement in the development of waterproof sportsman clothing was showing to be a great success as his business was expanding rapidly.

[3] By 1878, he founded a larger factory, which focused on wholesale manufacturing and 'ready to wear' clothing, which employed over 200 workers by 1881.

He was featured in the trade journal Men's Wear in June 1904, where the new fabric was described as being resistant to hot and cold winds, rains and thorns, and would make an ideal weatherproof coat.

This request led Burberry to create the famous gabardine trench coat: "a lightweight cotton raincoat with a deep back yoke, epaulets, buckled cuff straps, a button-down storm flap on one shoulder, storm pockets, and D-ring belt clasps for the attachment of military gear".

The trench coat was worn by Humphrey Bogart, in Casablanca, and Audrey Hepburn, in Breakfast at Tiffany's, contributing to its fame as a style icon seen throughout the world.