The company, founded by brothers John and Isaac Miller in Manchester, has grown internationally, exploding in popularity in the 1940s and 1950s as a result of distribution in the United States. This period of growth was the spark that created the connection between popular culture and the iconic G9 worn by international music and movie industry celebrities such as James Dean, Elvis Presley, Frank Sinatra, Steve McQueen, Tom Cruise, Bradley Cooper and many others. Having become an icon of international style in the following decades, the G9 also became a favourite with various subcultures. In 2012, on the occasion of its 30th anniversary, WP Lavori in Corso acquired the historic British brand, adding it to its portfolio of authentic heritage brands.