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Viyella was a blend of wool and cotton first woven in 1893 in England, and soon to be the "first branded fabric in the world". It was made of 55 per cent merino wool and 45 per cent cotton in a twill weave, developed by James and Robert Sissons of William Hollins & Company, spinners and hosiers. The brand name, first registered as a trademark in 1894, and registered in the United States in 1907, soon covered not only the original fabric, to be sold by the yard (piece goods), but also clothing. At first this was made by separate businesses, but it was not long before Hollins started producing their own clothes and offering franchises to manufacturers who would use the Viyella label. Following increasing emphasis on garment manufacture over the years, Viyella is now a fashion brand for clothes and home furnishings made of a variety of fabrics. The original wool/cotton blend is no longer on sale.
"Following an assessment of the current economic situation and the prospects for the future, the directors have reluctantly decided that they have no alternative but to place the business into administration," the company said in a statement. 7th January 2009 statement from Viyella.
Contents
1 The fabric
2 The companies
3 References
4 Further reading
5 External links
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The fabric
Viyella was a soft dress-weight fabric which was more resistant to shrinkage than any comparable pure wool alternative (challis, for example). In its early years it was marketed as a fabric which combined lightness and fashion with warmth and durability. One 1920s advertisement called it a "guaranteed unshrinkable fine wool flannel" for women who wanted both "daintiness" and "protectiveness". By the early 20th century it came in various weights and widths, some rather narrow by today's standards, and in both plain colours and woven or printed patterns, and was exported from the United Kingdom to other English-speaking countries. Towards the end of the 20th century it was woven in 150cm wide lengths suitable for modern garment design and production.
The first ready-made garments using Viyella were shirts and nightgowns, and soon came dresses, slips and other clothing, much of it produced under franchise arrangements using the Viyella trademark. It was also made into sheets, and at one time Viyella yarn was available for home knitting.
In the mid-20th century the fabric was popular for children's clothes - from babies' nightgowns to winter shirts for British schoolchildren - and for pyjamas, shirts and dresses; it became associated with sensible, cosy clothing. Officers in the British and other Commonwealth armies purchased their uniforms during the Second World War, and Viyella shirts were a desirable option for them. In the late 20th century it was 're-invented' as fashionable fabric. In 1987 The Times said it was used by designers interested in "vintage" style, like Laura Ashley, and creators of "modern classics".
Clydella was a cheaper, less soft alternative made with 81 per cent cotton, produced at factories in the Clydeside area, including Glasgow and Hamilton, where many yards of Viyella were also woven.
Hollins also produced the related Dayella cloth used especially for babies' clothes.
The companies
The name Viyella is based on the unusually-named valley road, Via Gellia, (the A5012) near Matlock, where in 1890 Hollins & Co acquired a mill used for the early production of Viyella. Hollins had started business in 1784 in Pleasley, about 20 miles away on the Derbyshire/Nottinghamshire border. Later their offices were at Viyella House in Nottingham.
After a merger in 1961, Hollins became Viyella International, led by Joe Hyman, who in the next few years acquired a series of related companies, with Viyella growing to be one of the biggest textile businesses in the UK, owning 40 factories across the country. After a few years as Carrington Viyella and then Vantona Viyella, the company owning the brand became Coats Viyella (Coats Paton, now Coats plc), who in the 1980s built a new mill to produce Viyella cloth in Barrowford, Lancashire, but this was demolished in 1999. In the 21st century much of Coats manufacturing (now specialising in thread) has been moved abroad and it is no longer possible to buy Viyella fabric. Coats underwent major restructuring in 2002 and sold off its Viyella fashion retail business (and Jaeger) to entrepreneur Richard Thompson in 2003 for ?1, who re-sold Viyella weeks later to venture capitalist Harris Watson. Viyella Ladieswear has since added home furnishings to its range of goods. The fashion chain entered Administration on the 7th January 2009 citing "an assessment of the current economic situation and the prospects for the future" as the cause.
As of February 6th 2009, the upmarket retailer Austin Reed had agreed to buy Viyella for an undisclosed sum.
References
The Times: Fashion: Soft touch for a romantic, 8 September 1987
The Times: Obituary of "Joe Hyman, textile magnate", 8 July 1999
Daily Telegraph: Thompson measures Austin Reed bid, 28 March 2003
Viyella history
Textiles in the Glasgow area
^ a b Times, 8 Sep 1987
^ Trade Marks Journal, 6 June 1894, cited in the Oxford English Dictionary
^ The Scotsman, 21 Nov 1927
Further reading
Stanley Pigott, Hollins: A Study of Industry (William Hollins & Co., 1949)
F.A. Wells, Hollins and Viyella (David & Charles 1968)
Textile Dictionary online
Pictures of Viyella production c.1950
Australian Women's Weekly: Viyella advertising 1946-1971
External links
Viyella

v?d?eFabric
Woven:
Barkcloth Batiste Bombazine Broadcloth Buckram Bunting Burlap Calico Cambric Canvas Chambray Charmeuse Charvet Cheesecloth Chiffon Chino Cloth of gold Duck Coutil Crape Denim Dimity Dowlas Drill Foulard Flannel Gabardine Gauze Gingham Grenadine Grenfell Cloth Haircloth Harris Tweed Hodden Irish linen Jamdani Kente cloth Lam Lawn Linsey-woolsey Loden Madras Moleskin Muslin Ninon Oilskin Organdy Organza Osnaburg Ottoman Oxford Percale Poplin Rep Ripstop Ripstop nylon Russell cord Samite Sateen Satin Scarlet Seersucker Serge Stuff Taffeta Toile Tweed Twill Viyella
Figured woven:
Brocade Camlet Damask Songket
Pile woven:
Baize Chenille Corduroy Fustian Plush Polar fleece Terrycloth Velours du Kasa? Velvet Velveteen Zibeline
Nonwoven:
Felt Nonwovens
Knitted:
Coolmax Machine knitting Velour
Netted:
Net Bobbinet Carbon fiber Fishnet Lace Mesh Needlerun Net Ninon Tulle
Technical:
Ban-Lon Gore-Tex Smartwool Silnylon Spandex SympaTex
Patterns:
Argyle Herringbone Houndstooth Paisley Plaid Tartan
Textile fibers:
Acrylic Alpaca Angora Asbestos Carbon Fiber Cashmere Catgut Chamois Coir Cotton Hemp Jute Kevlar Linen Mohair Nylon Microfibre Olefin Pashmina Polyester Pi?a Ramie Rayon Sea silk Silk Sinew Sisal Spandex Spider silk Wool
Finishing and printing:
Batik Banfini Finishing Fulling Mercerization Roller printing Textile printing Watered silk Woodblock printing
Related:
Dyeing Fiber History of textiles History of silk Knitting Pandy Terminology Manufacturing Preservation Weaving Yarn
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