Before Willis & Geiger, clothes were simply clothes. There were work clothes or formal clothes. Willis & Geiger probably invented the genre; Adventure Clothing. They outfitted the early polar expeditions and their invention of Bush Poplin revolutionized cotton fabric for use in the tropics. Although other companies, such as Abercrombie & Fitch (not always a mall store fashion chain) and Filson offered products for use in the tropics, they were all made of the proprietary W&G Bush Poplin. There is a topic around here somewhere about the centennial of TR's African Expedition. TR was wearing W&G Bush Poplin. In the late 90s or early 2000s Willis & Geiger was purchased by Lands End. They made a valiant effort, but couldn't keep the brand alive and it sadly closed. Perhaps they will rise again. It's getting darn hard to buy used W&G products from ebay.
Some others may be old enough to remember the former Abercrombie & Fitch. A&F was the ultimate outdoor sporting goods dealer. They had a flagship store in New York. TR and Hemingway were among their customers. In 1977, facing the competition of giant discounters and the closing of sport hunting in Kenya, A&F announced that they would not become a shadow of their former selves and would close. The A&F name was licensed to an investment group that opened a series of sporting themed stores that sold high end accessories, sporting art and books. They expanded too rapidly and failed, selling the name to the current owners; The Limited Group.