Marvel UK, the British wing of Marvel Comics, had been established in 1972. In order to fit in with the style of British weeklies, titles such as The Mighty World of Marvel consisted of reprinted Marvel material in an anthology magazine format, with much of the colour removed. However, these failed to make a major impression on the market, which was dominated by titles of original British material from Fleetway Publications and DC Thomson. In response, Marvel decided the line needed a British character as a flagship title. As Marvel UK itself was effectively a packaging operation at the time with no experienced creative staff the character was devised at Marvel's American headquarters. London -born Chris Claremont - at the time a rising star in the company following his successful work on the revival of X-Men - was one of the few Anglophiles on staff, and was assigned to the title. He came up with the name, origin and cast for the new title, Captain Britain. Art duties went to experienced Incredible Hulk artist Herb Trimpe, who lived in Cornwall at the time and would recall the 8-page strips typically only took him a couple of days to draw. The designer of the character's patriotic costume, complete with Heraldic lion rampant, is unknown; Trimpe has speculated it was John Romita.