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The History of Aquascutum
1851 John Emary, a Mayfair tailor opened his first shop in Piccadilly
1853

His brand new technology was patented after producing ashower-proof textile.

1870

He changed the name of the company to Aquascutum to reflect his innovation ‘Aqua’ - (water) and ‘Scutum’ - (shield).

1870 Aquascutum was acquired by Scantlebury & Commin and undertheir lead Aquascutum became famed for weather resistant and
comfortable clothes worn for country pursuits and leisure.
1895 Aquascutum moved to new premises at 100 Regent Street.
1897 Aquascutum is granted their first Royal Warrant by King Edward VII.
1900

With women leading more active lives in the late 1890s, Aquascutum moved with the times and began designing fashionable
shower-proof coats and suits for ladies and opened its first womenswear
department.

1903

The introduction of shower-proof fashionable coats for ladies earned Aquascutum a second Royal Warrant from the Prince of Wales in
1903, who, as King George V, granted his warrant again in 1911.

1909

Aquascutum’s first factory opened in Kettering ensuring that the quality of material, cut and superb workmanship remained integral to
the business

1914

The belted and double breasted ‘trench coat’ was created for military use during the First World War. After the war, the trench coat
proceeded to become an integral part of any respectable gentleman’s
and woman’s wardrobe and has since been an icon of British style.

1920

he Prince of Wales, later Duke of Windsor, granted his warrant. His trip to Japan in 1923 accelerated the commercial exchange between
the two insular nations, resulting in Aquascutum’s Japanese trademark of
1924.

1932

Aquascutum was acquired by the Abrahams family, who for more than half a century were responsible for the company’s numerous
achievements in sophisticated clothing.

 

1940's

The Aquascutum trench coat was again used by the military for the Second World War. After the war, the classic military look of an
Aquascutum raincoat became an essential piece for the silver screen’s
most iconic stars like Humphrey Bogart and Cary Grant.

1947

Her Majesty Queen Elizabeth granted Aquascutum her Royal Warrant. When her daughter Queen Elizabeth II succeeded to the
throne in 1952, she as Queen Mother, granted her warrant again.

1950's

Aquascutum’s research resulted in many historical and creative ‘firsts’ including: the exclusive Wyncol D711 conquering Mount Everest;
the shorter raincoat, a trend that spread around the world; the ‘Oscar’
winning shower-proof Evening Coat; Antartex that explored the South
Pole and ‘Aqua 5’, the exclusive process of impregnating cotton for
rainwear, eliminating the need for re-proofing.

1966

The Aquascutum look was increasingly popular around the world and the company won the Queen’s Award for Export Achievement.

1967

Club 92 was opened, offering clothes for men who were ‘as young as they felt’. The look symbolised a return to fashion consciousness,
offering style and innovation while retaining the simplicity of the
traditional English look.

1976

Aquascutum celebrated its 125th Birthday which was marked by a special feature in Vogue magazine. The same year saw the introduction of
the highly successful and distinctive Club Check into the men’s ranges.

1982

The Grant of Arms were presented by His Grace the Duke of Norfolk, Earl Marshal of England. The presentation was made in
recognition of the company’s reputation and long heritage.

1987

When Prime Minister Margaret Thatcher paid her historic visit to the USSR, her wardrobe was supplied by Aquascutum.

1990

Aquascutum was purchased by a Japanese company Renown.

1994

Aquascutum was elected to supply the official uniforms for the Great Britain Olympic team for two consecutive years: The
Olympic Winter Games 1994 in Lillehammer and again for the
Olympic Team 1996 in Atlanta.

1995 Aquascutum Corporate Gifts is launched, offering business a new standard in tailor-made luxury business gifts. Their innovative corporate gift collection features contemporary designs in precious metals, crystals and fine leathers, presented in luxury gift wrapping. The branding of the gifts with company logos and commemorative messages launches a new era of combining luxury with business, offering clients a move away from traditional merchandising.
2003

Aquascutum opened a flagship store in the exclusive Marunouchi district of Tokyo, marking the continued success and
expansion of the brand in Asia.

2005

Aquascutum launched it’s first ever catwalk collection.

2009

Harold Tilman and Belinda Earl purchased Aquascutum and the company returned to British ownership.

2010

Joanna Sykes was appointed as Design Director. Transactional website launched.

2011

Aquascutum Golf wear launches under licence with top golfer Adam Scott as its brand ambassador.

2012 S/S

Menswear presentation at London Fashion Week for the first time.


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