when i came to this country, i didn't have anything. and in 2001 i formed this company london tradition. we selling britishness, made in london product, all around the world. >> when he started london tradition nearly 15 years ago, london's garment district had almost grown to a halt. low labor costs in asia had undercut the sector. rather than try to compete with the mass market, he shifted towards quality coats and jackets with an emphasis on the products being made in england. >> i want it. >> the best seller has his origins in british military history made famous by field marshals and fictional bears. >> i realize if i had to stay in business if i was to survive, i