The British workwear label Hold Fast was a well-known heritage brand through much of the 20th century, originally associated with sturdy industrial garments. In the early 2010s Old Town worked with a local factory to revive the Hold Fast line, producing classic workwear pieces under the historic label. That revived collection was initially targeted at the Japanese market, where demand for authentic and heritage European clothing has proven strong, especially among consumers with appreciation for quality and craftsmanship.