Aquascutum

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An Aquascutum scarf, showing the Club Check colours

"Aquascutum" is a UK-based luxury clothing and apparel manufacturer, owned by Japanese company Renown Incorporated since 1990.

1 History
2 Royal Warrants
3 See also
4 References
5 External links

[edit] 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 had his discovery patented and renamed the company ‘Aquascutum’, Latin for ‘watershield’.^[1] 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.^[1]

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.