early 1941, he toured the United States to promote British woollens to American consumers and encourage them to support the war effort. He also contributed to the war effort as a member of the Incorporated Society of London Fashion Designers (IncSoc) in 1942. According to the fashion journalist Ernestine Carter, while Creed contributed to a 1941 collection with other IncSoc founding members, he was not among the eight founder members, but was the first elected member of the Society. Creed opened his eponymous label in London in 1946. His 1947 collection – produced in a year when rationing was still in force in Britain – was greeted enthusiastically by a reviewer for Melbourne newspaper The Age, who described wool and jersey dresses with coordinating coats and box jackets, plus tailored suits in striped tweeds and black barathea worn with brightly coloured blouses. His 1947 range was also showcased in a British Pathé feature, alongside hats by Danish milliner to the Queen Aage Thaarup. Three years later, Creed's place among the British couture establishment was cemented by the inclusion of one of his suits in a fashion show sequence in the film Maytime in Mayfair – all the designers were IncSoc members. Creed was well connected among broader fashion circles. His wife Patricia Cunningham had been appointed fashion editor of Vogue at the age of 23; a 1952 article in The Sydney Morning Herald about the women behind London's top designers described her as: "his severest critic", adding that she attended his fashion shows in order to take notes about hits and misses in the collection. Brand hallmarks Creed's store was located at 31 Basil Street, Knightsbridge. The premises was masculine in tone, with dark panelling on the walls and displays of Napoleonic toy soldiers (Creed had a fine collection that was later to be the subject of a British Pathé film). This love of military themes and detailing was to influence his designs, which featured frogging, braiding and piping. Capes and tricorn hats were also part of his design signature. While he did make some evening wear, designs were normally slim and tailored. Legacy Several years before his death, Creed had established a wholesale fashion house specialising in knitwear and planned to focus on this after the closure of his couture business in 1966. After the closure of his couture house, he donated a selection of model garments to the