17 Company Coldstream Guards is one of the rifle companies in the 1st Battalion The London Guards. This is a Light Role Infantry Battalion in the Army Reserve. 17 Company are based in Hammersmith. Previously they were F (RIFLES) Company of the London Regiment with a history going back to the Queen Victoria Rifles (QVR), with which the Haberdashers’ Company established an affiliation in 1936. This was borne of the fact that the QVR were based in Davies Street, London W1, and drew many of their recruits from the haberdashery shops on the nearby Oxford Street.
Today, the best performing soldier in the Company each year wins the Haberdasher prize, which is paid for from the annual grant from the Haberdashers’ Company.
