Everything about Aquascutum totally explained
"Aquascutum" is a
UK-based luxury
clothing and
apparel manufacturer, owned by Japanese company Renown Incorporated since 1990.
History
Aquascutum was established in 1851, the year of the
Great Exhibition, when tailor and entrepreneur
John Emary opened a high quality menswear shop at 46
Regent Street. In 1853, after succeeding to produce the first waterproof wool, he'd his discovery patented and renamed the company ‘Aquascutum’, Latin for ‘watershield’. In 1901, Emary moved to 100
Regent Street in the heart of
London, which remains Aquascutum’s
flagship store to this day.
Coats for officers in the
Crimean War 1854 were made from Aquascutum’s waterproof fabric, as were the trench coats by soldiers of all ranks in both
world wars.
Domestic and fashion applications followed, promoted in the 19th century by royal fashion leader King
Edward VII. His majesty was Aquascutum’s first royal client, ordering an Aquascutum coat in the Prince of Wales check. In
1897 Aquascutum was granted a
royal warrant, the first that would mark the British royal family’s long patronage of the company.
In 1900 Aquascutum opened a womenswear department, offering water-repellent capes and coats, which were extremely popular among the
suffragettes. Starting with outerwear and riding habits, the company soon offered a fully developed wardrobe for women who prefer style to fashion.
The company has created other fabrics and coats using similar names, such as the
Eiderscutum light overcoat and (in 1962) the multicoloured wool-yarn weave,
Aquaspectrum.
The company is proud of its tradition dressing the elegant and powerful, from aristocracy and political leaders to film stars, like three
Princes of Wales, Prince
Rainier of Monaco, Sir
Winston Churchill,
Baroness Thatcher,
Humphrey Bogart,
Lauren Bacall,
Sophia Loren,
Cary Grant,
Michael Caine etc.
In April 2006, Aquascutum appointed
Kim Winser as President and Chief Executive Officer. The current heads of design are
Michael Herz and
Graeme Fidler, who won numerous awards including GQ style awards. They continue the brand’s heritage of fabric innovation and make reference to Aquascutum’s rich past to create potent collections of perfectly crafted pieces.
The brand, famous for its suiting range, recently modelled by
Pierce Brosnan, also offers tailoring by Savile Row tailor,
Nick Hart. The Autumn/ Winter 07 campaign features power couple
Gisele Bündchen and
Jamie Dornan in Aquascutum Collection designs and Vintage pieces.
Aquascutum now balances the traditions of its powerful brand image with the demands of a more international, luxury appeal. An expansion programme is ongoing, with a store rumoured to stock the new
Vintage collection in
New York City for autumn
2007.
Royal Warrants
1897 HRH The
Prince of Wales, later HM King
Edward VII
1903 HRH The
Prince of Wales, later King
George V
1911 HM King
George V
1920 HRH The
Prince of Wales, later the
Duke of Windsor
1947 HM Queen
Elizabeth, Queen Consort to King
George VI
1952 HM Queen Elizabeth, The
Queen MotherFurther Information
Get more info on 'Aquascutum'.
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