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

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


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.

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


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.


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


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.


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


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.



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.


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.


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.


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


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.


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.


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.


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


Aquascutum was purchased by a Japanese company Renown.


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.

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


Aquascutum launched it’s first ever catwalk collection.


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


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


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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