Aquascutum

"Aquascutum" is a UK-based luxury clothing manufacturer, owned by Japanese company Renown Incorporated since 1990.

History

Aquascutum was established in 1851, the year of the Great Exhibition, when tailor and entrepreneur John Emary opened a high quality menswear shop at 46 Regent Street. In 1853, after succeeding to produce the first waterproof wool, he had his discovery patented and renamed the company ‘Aquascutum’, Latin for ‘watershield’.cite book
title=Dictionary of Trade Name Origins
last=Room
first=Adrian
date=1982
pages=
publisher=Routledge & Kegan Paul Ltd
isbn=0-7100-0839-2] In 1901, Emary moved to 100 Regent Street in the heart of London, which remains Aquascutum’s flagship store to this day.

Coats for officers in the Crimean War 1854 were made from Aquascutum’s waterproof fabric, as were the trench coats by soldiers of all ranks in both world wars.

Domestic and fashion applications followed, promoted in the 19th century by royal fashion leader King Edward VII. His majesty was Aquascutum’s first royal client, ordering an Aquascutum coat in the Prince of Wales check. In 1897 Aquascutum was granted a royal warrant, the first that would mark the British royal family’s long patronage of the company.

In 1900 Aquascutum opened a womenswear department, offering water-repellent capes and coats, which were extremely popular among the suffragettes.

The company has created other fabrics and coats using similar names, such as the "Eiderscutum" light overcoat and (in 1962) the multicoloured wool-yarn weave, "Aquaspectrum".

The company has supplied aristocrats, political leaders, and actors, including three Princes of Wales, Prince Rainier of Monaco, Sir Winston Churchill, Baroness Thatcher, Humphrey Bogart, Lauren Bacall, Sophia Loren,Cary Grant, and Michael Caine.

In April 2006, Aquascutum appointed Kim Winser as President and Chief Executive Officer. The current heads of design are Michael Herz and Graeme Fidler, who won numerous awards including GQ style awards. The brand, famous for its suiting range recently modelled by Pierce Brosnan and Brett Anderson, also offers tailoring by Savile Row tailor, Nick Hart. Gisele Bündchen and Jamie Dornan model Aquascutum Collection designs and vintage pieces.

Royal Warrants

1897 HRH The Prince of Wales, later HM King Edward VII

1903 HRH The Prince of Wales, later King George V

1911 HM King George V

1920 HRH The Prince of Wales, later the Duke of Windsor

1947 HM Queen Elizabeth, Queen Consort to King George VI

1952 HM Queen Elizabeth, The Queen Mother

ee also

*Trench Coat
*Royal Warrant
*Kim Winser
*Michael Herz

References

External links

* [http://www.aquascutum.co.uk Aquascutum website]