Protect LDN: Meet The Brand Saving The Puffer Jacket

The puffer jacket has become a winter staple for everyone. From early-morning dog walkers to stylish rappers. At its core, the concept is simple: a quilted, insulated coat that feels warm, weightless and, of course, puffy. 

While almost everyone owns one today, the puffer’s origin story is surprisingly varied. One version traces back to the 1930s, when designer Eddie Bauer nearly froze to death on a mountain trail and created the Skyliner, the first patented down jacket. Another credits designer Norma Kamali, who famously wrapped herself in a sleeping bag on her way to the bathroom during a camping trip, decided the look was genius, and went home to quite literally cut the sleeping bag into a coat. Her Sleeping Bag Coat, sold since 1973, has been worn by many prominent celebrities, from Elton John to Lady Gaga.

Originally born of a simple need for warmth, the puffer was embraced early on by outdoor-focused brands like Patagonia and Regatta. But, true to fashion’s background, its evolution didn’t stop there. Luxury labels such as Moncler began producing their own high-fashion interpretation, which were never intended to see a mountain face.

In the 1990s, the puffer had cemented its place in streetwear. Artists like Missy Elliott and The Notorious B.I.G. adopted the silhouette, pairing it with oversized trousers, Timberlands and sneakers, helping the jacket transition from functional outerwear to a symbol of cultural identity.

Nowadays, everyone knows someone who owns a North Face puffer or has one hanging in their wardrobe. But lately, TikTok has been flooded with Gen Z calling out the “North Face uniform,” joking that the once-iconic jacket now feels tired, overdone and stuck somewhere between 2020 and 2022. The puffer will always belong to outdoor culture, but within fashion, the appetite for something new is undeniable. The scene is ready for a reset. After an explosive rise, Protect LDN is positioning itself as the brand poised to take the crown. Their fresh approach, sharp design and instinctive understanding of what young people actually want put them in the perfect place to redefine what the modern puffer looks like.

The London-based brand started by two best friends, Peter Fagnoni and Egor Erkin, cut into the streetwear scene in 2022 after selling out their first batch of samples in under a minute. The duo, who met in school, began their friendship over a shared love for fashion and started spray-painting on t-shirts; their passion for design grew from there, leading them to research designing their own “bonkers” wide-leg jeans. Since then, it's been successful drop after successful drop, and the team has grown from a passion project between friends into a streetwear brand with a loyal customer base. The duo’s advertising has helped propel them to the top, with content that feels relatable, eye-opening and genuinely informative. Their YouTube series, The Protect Show, offers a behind-the-scenes look at what it takes to run a brand. It covers everything from quick ham-sandwich lunch breaks to photoshoots and sample testing, all edited in a nostalgic 90s skate-video style.

There’s no better proof of Protect LDN’s marketing power than the launch of their “Puffa” jacket, a release that pulled the brand from underground favorites into the limelight. This isn’t just another brightly coloured puffer jacket with a label stitched in. The Reverso Puffa almost sells itself: a fully reversible jacket available in multiple colourways, designed to work with any outfit. In a culture built on versatility and constant reinvention, a two-in-one jacket feels like an obvious win. The piece caught the public's attention through the brand's story-led Instagram reels, which show how the reverso puffa jacket fits into everyday chaos, and racked up over a million likes. One clip follows a boy on the run who flips his coat inside out and slips past the police unnoticed. Another shows two friends meeting up and realising they’re wearing the same jacket, so they instantly turn theirs inside out. In a third, a man on a date hands over his jacket without the awkward shuffle of reversing it in front of his date.

Protect LDN understands how deeply the puffer jacket has permeated everyday life and youth culture, and they build on that legacy with content that feels relatable, memorable, and genuinely funny.

Their fresh approach to marketing and their new spin on the classic puffer jacket may be precisely what keeps the silhouette from slipping into an “outdoor-only” territory. If the brand’s momentum continues at this pace, it’s clear they’ll be on track to become a defining force in modern streetwear. What sets the brand apart is its ability to make fashion feel fun, accessible and rooted in real life. Their community-driven approach, interactive content and commitment to authenticity have created a loyal audience that sees itself reflected in the brand’s world.

Whether you want to be part of the energy or simply stay warm in style this winter, you can find them on Instagram or explore their latest drops on the Protect LDN website.

Written by: Shaunamay Martin Bohan @f4wnfatale

Edited by: Ieva Dambrauskaite @ievadambrauskaite_