Emma about Aquascutum

Over a year ago we all loved the beautiful Aquascutum campaign read hear about their history...

established in 1851, Aquascutum was founded by tailor and entrepreneur, John Emary. The first store opened in Regent Street, selling high quality tailoring for Men and Women, after the success of producing the first waterproof wool in 1853 he renamed the company to Aquascutum which translates in Latin to “Watershield”.

In 1901 the store relocated to 100 Regent Street, the heart of London.  Coats for officers in the war (1853–1856) were made from Aquascutum’s waterproof fabric, as were the trench coats worn by soldiers of all ranks in both world war 1 and 2.

1900 brought women’s wear to the store, where they sold waterproof coats and capes as worn by the suffragettes. 

Aquascutum was family owned until 1990, when it was purchased by a Japanese textile conglomerate company and, then, by Jaeger in September 2009. It is now the property of YGM Trading, a Chinese fashion retailer, since April 2012.