Lichfield Shirts traces its history back to 1916. From a modest beginning, at premises in Lichfield Street Christchurch, the company now offers a comprehensive stock. They produce some of the leading shirt brands in the New Zealand and Australian market for retailers and company uniform suppliers. They supply products under the Lichfield name and also carry the Savile Row and Legend brands. These were targeted at a middle to conservative market. Using the LFD monogram, the client was looking to tap into a more edgy retailer market and wanted an architectural, industrial retro-tech look for this new product range.