The Timeless Elegance of Aquascutum: A Journey Through History

The Timeless Elegance of Aquascutum: A Journey Through History

Aquascutum, a name synonymous with luxury, innovation, and quintessential British style, has a rich history that spans over 170 years. From pioneering waterproof fabrics to dressing royalty and film stars, Aquascutum's journey is a fascinating tale of enduring elegance and innovation. Let's dive into the remarkable story of this iconic brand.

The Birth of a Legend

Founded in 1851 by John Emary, Aquascutum's origin story begins in the heart of London. Emary, a tailor by trade, opened his first store on Regent Street. The brand's name, derived from the Latin words "aqua" (water) and "scutum" (shield), reflected Emary's pioneering development of waterproof wool. This innovation marked the beginning of Aquascutum's long-standing reputation for combining functionality with high fashion.

Pioneering Waterproof Fabrics

In the mid-19th century, weather-resistant clothing was a novelty. John Emary's breakthrough came in 1853 when he patented the first waterproof wool fabric. This innovation quickly gained acclaim, and Aquascutum's coats became highly sought after. The brand's trench coats, in particular, became iconic during World War I, offering British soldiers protection from the harsh conditions of the trenches.

A Royal Seal of Approval

Aquascutum's dedication to quality and style earned it a royal warrant in 1897, when it was appointed official clothier to the Prince of Wales, later King Edward VII. This prestigious endorsement solidified Aquascutum's status as a luxury brand. Over the years, the brand continued to dress members of the British royal family, including Queen Elizabeth II and the Duke of Edinburgh.

Hollywood Glamour

Aquascutum's appeal extended far beyond the British Isles. Hollywood stars like Humphrey Bogart, Sophia Loren, and Cary Grant were frequently spotted wearing the brand's elegant outerwear. The brand's trench coats became synonymous with silver screen glamour, further cementing Aquascutum's global reputation for timeless style.

Innovations in Fashion

Throughout the 20th century, Aquascutum continued to innovate. The brand introduced new fabrics and designs that combined practicality with sophistication. During the 1940s, Aquascutum developed a lightweight, breathable raincoat known as the "Eagle" coat, which became a staple for both men and women.

The Modern Era

In the 21st century, Aquascutum has remained true to its heritage while adapting to contemporary fashion trends. The brand continues to produce high-quality garments that marry traditional craftsmanship with modern design. Recent collections have seen collaborations with renowned designers and a renewed focus on sustainability, ensuring that Aquascutum remains relevant in the ever-evolving fashion landscape.

Iconic Pieces

Aquascutum's legacy is built on a foundation of iconic pieces that have stood the test of time. Some of the most notable include:

  • The Trench Coat: A symbol of British style and wartime resilience, the trench coat remains a cornerstone of Aquascutum's offerings.
  • The Club Check: Introduced in the 1970s, this distinctive pattern has become a signature element of the brand's identity.
  • Tailored Suits: Renowned for their impeccable fit and luxurious fabrics, Aquascutum suits are a favourite among discerning gentlemen.


Aquascutum's journey from a small London tailor shop to a global fashion powerhouse is a testament to its commitment to quality, innovation, and timeless elegance. The brand's ability to adapt while staying true to its heritage has ensured its place in the pantheon of fashion greats. As Aquascutum continues to evolve, it remains a beacon of British style, beloved by fashion aficionados around the world. Whether you're donning an iconic trench coat or a sleek tailored suit, wearing Aquascutum is a nod to over a century of sartorial excellence.

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