Aquascutum – British Heritage at Its Best
Words: Charlie Thomas
As one of the most recognisable British clothing brands, Aquascutum is renowned for their supreme quality and expert craftsmanship. Founded in 1851, they have been producing timeless clothing for over 150 years and continue to be the chosen brand of those who seek unprecedented design and finish. No corners are cut in the construction of an Aquascutum garment and as such the brand has gathered plenty of praise over the years, establishing a reputation as masters of tailoring and outerwear.
Indeed, it was originally outerwear that propelled the brand to the forefront of the public’s imagination, all those years ago. The company’s founder, John Emary, created the world’s first waterproof fabric in 1853, which paved the way for the company’s trademark trench coat, which would don the backs of soldiers in both World Wars, as well as numerous Hollywood icons throughout the 20th century. A brand of innovation, it is widely believed that Aquascutum invented the trench coat, although with its enduring appeal and exceptional level of detail, it wouldn’t even matter if that turned out to be false.
Although Aquascutum may be most famous for its legendary range of outerwear, they shouldn’t be solely defined by it. Season on season they produce outstanding collections that would slot perfectly into a capsule wardrobe, such is the timeless way they design their clothing. Aquascutum pride themselves on using the finest materials and construction techniques available, and while they take pleasure in harking back to their British heritage, they also look ahead to the future ensuring that, as a brand, they continue their reputation as one of the world’s premiere clothiers.
Continuing on the brand’s success, Aquascutum are set to open a brand new central London store. On Thursday 12th June 2014, the capital’s famous Jermyn Street will welcome the brand with open arms, as number 78/79 will be taken over by the British design house. A dedicated menswear store, this new Jermyn Street opening is bound to please sartorially inclined gents all over the city, and it’s a further sign that Aquascutum are well and truly on the rise, once again.
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