But a peek at the South Shields clothing manufacturer's first catalogue, published 100 years ago today, reveals very different beginnings.

It was on April 10, 1908, that John Barbour & Sons, oilskin clothing factors and warehousemen, published its first catalogue.

Its first words were: "This booklet appeals to all who work out of doors in wet weather."

No discount and no credit were among the terms, and postage to the colonies and Europe cost 3s for coats, 2/6s for jackets and 1/6s for trousers and leggings.

"The demand for our Beacon Brand Oilskins has been so popular that we cannot but feel sure they will prove suitable for your purpose," read the foreword.

At the time, the company was receiving orders from men and officers in the Merchant Navy as well as "farmers in every district and workers in our great cities".

The coats were heavy and ankle-length, but the range also included a lightweight coat "ideal for yachting, fishing, driving, boating walking and shooting".

Oilskin suits for motorcyclists, fishermen's oilskins and oilskin aprons for fish salesman, laundrymen, butchers and brewers were also available.

Sou'westers were the cheapest items, with prices starting at 1/6s, and the most expensive item was the extra sylkoil coats at 26s.

The average cost of an oilskin jacket was 14/6s – the equivalent of 72p in today's money.

J Barbour & Sons had been in existence for 14 years in the Market Place, South Shields, when Malcolm Barbour, son of founder John Barbour, made the bold decision to produce the firm's first catalogue.

In 1908, it was not common for companies to produce catalogues, but he had recognised the need for a vehicle to communicate with the growing number of worldwide customers who had come to appreciate the high quality and durability of Barbour's oilskins.

Designed as a mail order catalogue, it was 12 pages long and printed in black, with drawings of the jackets.

It was targeted not only in the South Shields area, but across the UK, and as far away as Chile, South Africa and Hong Kong.

By 1917, the mail order catalogue was hugely successful and accounted for almost 75 per cent of Barbour's business.