Aquascutum

Aquascutum

John Emary, tailor and businessman created in 1853 the first waterproof fabric which generated the name of the brand, Aquascutum, which in Latin means Water Shield.

In 1897 King Edward VII requested an Aquascutum coat, thus becoming the brand’s first real customer. That request made the brand become one of the main providers of the royal family. At the beginning of the 20th century, Aquascutum began manufacturing coats for women. Due to the functionality of their coats and their layers, the brand became popular among the women of the time.

For the year 1914 Aquascutum developed the iconic gabardine that was used by the English army for the world wars (1st and 2nd). It was very accepted by the soldiers of the first line of combat for its impermeability and its durability. After the wars, raincoats became an integral part of British fashion for its practicality and its perfect profile.

Already by 1953, they developed a cloth called Wyncol high-tech cotton and nylon poplin fabric that can withstand winds up to 100 kilometers per hour. It was certified by explorer Edmund Hilary on his first ascent to Mount Everest.

The attitude towards innovation has no limit to the brand. Half a decade later they created “Aqua Five” which was cataloged the “greatest technical advance in waterproof clothing” for the time. This made them worthy of the Queen’s prize for reaching the highest exports in 1966 as they managed to capture international attention and therefore a worldwide success. 10 years later Aquascutum appeared in Vogue magazine to celebrate the brand’s 125 years of life.

The company has created other fabrics and coats with similar names such as the Eiderscutum lightweight overcoat and the multicolored fabric with Aquaspectrum wool yarn.

In the 80s and 90s, Aquascutum became the preferred brand for several politicians, aristocrats, actors and royals, including Prime Minister John Major and Baroness Thatcher, the three princes of Wales, Prince Rainier of Monaco, Sir Winston Churchill, Humphrey Bogart, Laurent Bacall, Sophia Loren, Cary Grant, Michael Caine, plus the King of Malaysia. So much fame had the brand that it became the official uniforms of the great British Olympic team.

Today the brand, to achieve its perfect elegance in each person who uses it, offers to tailor to adapt each model to the characteristics of its customers, thus achieving personalized garments.

Since the company was founded, the fine seams and technical innovation that they have maintained up to the present day have allowed Aquascutum to remain at the forefront of British aristocratic fashion with a great influence worldwide for more than 100 years.

In the current century, they have extended their designs so that another part of society can access these high-quality garments, which allow them to dress with the elegance of royalty.

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