Aquascutum

Aquascutum is one of the leading clothing brands based in London. It was founded by John Emary in 1851 and is currently owned by a Japanese company named, ’Renoun’. The term ’Aquascutum’ means "water shield" in Latin. It was the first company to create waterproof cloth in 1853. This cloth was made from soft and flexible wool and was comfortable to wear. It provided warmth to the body, protecting the wearer from the unpredictable showers of London. Aquascutum coats had become very famous by 1897. It was ordered by HRH King Edward VII and was granted it's first royal warrant by the king. After 100 years of being soley a gentlemen’s tailor shop, Aquascutum opened a ladies department.

The year 1914, witnessed the birth of Aquascutum trenches. These trenches featured belted, double breasted style, made from wool gabardine with a cotton lining and a special interlining of permeable oil-dressed fabric. This new trench had become a British style statement and became an integral part of gentlemen’s and ladies’ wardrobes. These trenches were a huge success in America too. It was adopted by many Hollywood actors of the time like Fred Macmurray, Sophia Lauren, Janet Munro and Cary Grant. In 2004, the flagship store of Aquascutum was opened at 100 Regent Street. This store sported traditional interiors with modern British style design. The clothes sold in this store include the complete collection of Aquascutum clothing and catwalk pieces like Aquascutum shirts, jackets and much more.