15 July 2016 16:00:00
Aquascutum: Victory over the force of nature
Speaking of the brand, the quality of which was approved by the Royal Family
The first goal
The history of Aquascutum began with the innovations which are keys to the brand’s success for more than 150 years. In 1851 a craftsman John Emary established Aquascutum based on a small studio and two years later, in 1853, he presented a waterproof wool coat. So that is how the chosen brand name found its reflection – Aquascutum, Latin for “watershield”.
From soldiers to the Prince
At the turn of the 20th century Aquascutum not only extended its range with women’s clothes but also received orders personally from Prince of Wales Edward VII himself. It was the highest accolade and warranty of quality while cooperation with the Royal Family continued for many years. Shortly before it the studio moved to 100 Regent Street – one of the major shopping streets in the West End of London where it was for more than a century.
One of the main Aquascutum’s accomplishments is trench coat’s development for soldiers who took part in WWII in 1914. Trenches were full of water and dirt sank into the coat’s fabric. Due to the technologies Aquascutum managed to create coat which was not just comfortable to wear on the battlefield but also resistant to bad weather. When launching the factory in 1908 the brand could provide thousands of the British soldiers with warmth and dryness. The history repeated itself when WWII began. So trench coats became the British style essential.
Commitment to the principles
Aquascutum could stay in its segment satisfying the demand but it wasn’t their style. In 1953 the brand presented the Wyncol material which protects from 180 km/h wind. Six years later Aqua Five became a real breakthrough and everyone admitted it because of the process. It involved impregnating each fabric’s fibre so Aquascutum was not only waterproof but also crease resistant garment. For this achievement in 1966 Aquascutum received the Queen’s award and marked its classic English brand status.
In the 80’s Aquascutum dressed such significant figures as PM John Major and Baroness Thatcher. In 1996 the brand was elected to supply the uniforms for the GB Olympic Team. High-quality which won the British customers for 150 years still remains – well-made materials, simple clean design and that good old spirit of England. Today Aquascutum offers not only trench coats but wide range which is growing every year.
You can find all Aquascutum items at our store.
AQUASCUTUMMen's trench coat Voyager Pack Away Mac Navy
AQUASCUTUMMen's trench coat Broadgate SB Navy
AQUASCUTUMMen's windrunner jacket Beacons Hooded Blue
AQUASCUTUMmen's shirt Leyburn Poplin White
AQUASCUTUMMen's sweatshirt Gilpin Navy
AQUASCUTUMMen's polo shirt UW/MA1 Italian Nylon Navy
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