Nearly a decade later the Lloyd brand once again came into the limelight but this time for its style rather than its well proven endurance
. The Milan Scooter Society adopted a piece of clothing from the line called the Henri Lloyd Consort Original sailing jacket to be part of their uniform along with a pair of Levi's 501 jeans. The sales of this clothing item went through the roof as young men around the European continent flocked to the stores to purchase the jacket in an effort to look cool. For many years the Lloyd sailing jacket remained the definitive clothing of choice for young and hip Italians.