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Aquascutum the history

Aquascutum – History of the royal powerhouse

Early Days

Established in the year of the great Exhibition 1851 by John Emary the original store located at 46 regent street was a high quality menswear store with big dreams.

Just two short years later in 1853 John successfully created the first waterproof wool, patenting his discovery this was the year the company found its name that still stands today, Aquascutum translating into ‘water shield’ from Latin this product became the defining fabric of the brand.

Luck hit the company with the outbreak of the Crimean war in 1853, with the need for a versatile waterproof and woollen fabric the British army went to Aquascutum (many of the gentry at the time being customers of the company) thus all officers coats were made of Emary’s fabric.

In 1897 the business was visited by his royal highness King Edward VII being the firs royal patronage in the same year a royal warrant was received marking the beginning of a long fruitful history of royal patronage.

In 1900 the first Aquascutum womenswear was created,  establishing their womens coats and capes as the must have waterproof garment of the day just one year later in 1901 Emary moved the store to 100 Regent Street, over the next decade the company went from strength to strength with its line of high quality tailored clothing and well known 

In 1900 the first Aquascutum womenswear was created,  establishing their womens coats and capes as the must have waterproof garment of the day popular among the suffragettes due to their warmth and weather resistance, just one year later in 1901 Emary moved the store to 100 Regent Street, focusing the business on a mix of military (derrived from the Crimea war) and civil clothing for an increasingly middle class nation.

War years

Synonymous with trench warfare the trench coat has become not just a decade stretching military jacket due to its versatility, warmth and waterproof nature but a fashion icon in the mens fashion world, with every man worth his salt having one in his wardrobe for those cool winter night to thank for this innovation is Aquascutum and Burberry created this product in 1914 for the British army receiving much praise from the officer and soldier class due to the reliability, this dedication to practicality and impeccable style means the trench coat continues to retain the classic look created over 100 years ago.

Mid century.

in 1953 the company developed the Wyncol wool for use by Edmund Hilary and his team on their expedition to Mount Everest, this cotton and nylon poplin mix resisted high speed winds (up to 100 MPH and water, once it had been demonstrated an effective material they shipped it from in store for the first time.

MSix years later, yet another breakthrough in technology, Aqua Five was hailed as the ‘greatest technological advance in rainwear’ impregnating each fibre of the fabric resulted in a repellent and crease resistant garment, the company recieved the queens award for export achievement in 1966, just 10 years later Vogue celebrated the 125th birthday of the brand with a feature.

During the 80s the brand dressed a number of key political figures including Prime minister John Major and Margaret Thatcher, in 1996 the brand was elected the official suppler of uniforms for the British Olympic Team.

During the 80s the brand dressed a number of key political figures including Prime minister John Major and Margaret Thatcher, in 1996 the brand was elected the official suppler of uniforms for the British Olympic Team.

.Today the company stands as one of the finest designer companies out at the moment, with care in every part of every product they produce the timeless design and high standard of quality means

Posted in aquascutum, The Vault, Traditional
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