Part 13 - Aquascutum x
"We Have Faith In This Shield" x
In 1851, Hyde Park, London, was to showcase a series of exhibitions, which illuminated industry and culture, popularising World Fairs on a grand scale, associated with Monarchs, Inventors, Scientists, Philosophers, Novelists Et Al, sponsored by Schweppes.
Coinciding with (The Great Exhibition), was entrepreneur and tailor, John Emary's official opening of his premium menswear shop, at 46 Regent Street, where Aquascutum was established.
In 1853, after the production of the first ever Waterproof Wool, the company had its name fully patented and this was to be (Aquascutum); Latin for "Watershield".
From 1853, to 1856, due to the label's heavy duty waterproof fabric, British Army Officers would proudly/smartly wear the company's grey raincoats, to resist the sheer intensity of the Russian Weather, during The Crimean War.
Scantlebury & Commin. went on to take over the reins from Emary in the 70's and would introduce the first ever Pinstripe Suit, whilst working on the ever durability of the brand's waterproof fabrics.
After various awards, including receiving the keys to the City, in 1897, the label was to be bestowed its first Royal Warrant, with King Edward VII, aptly naming it "The Waterproofer", via ordering a Prince Of Wales Check.
1900 was to be the year of the company's flagship women's line, especially striking a popular chord with The Suffragettes.
Right in the depths of "The Big Smoke, the original store would eventually move to 100 Regent Street, in 1901.
1909 would see Aquascutum open its first ever factory, based in Kettering (sadly; now, like many, permanently closed).
World War 1 (1914-1918) would see Trenchcoats issued for the British Army, which would subsequently strike up a long-standing rivalry, with another luxury, London based, British designer label, in the form of Burberry.
Trade relations were further sparked between Japan, soon after the House of Aquascutum was royally opened, in 1924.
1932 would see another takeover - Isidore Abrahams. (His son Gerald would go on to receive a CBE, for Export Achievement, in 1966).
Yet more durable clothing was to be provided for World War Two (1939-1945), for British Soldiers/Sailors, which became further popular, after being worn by the likes of on screen stars Cary Grant, Humphrey Bogart/Lauren Bacall (famously Married), Sean Connery and Michael Caine.
Even Mount Everest was conquered for the first time, (indebtedly) in its wind resistant fabrics, by pioneering explorer Edmund Hillary, in 1953!
In 1982, the company was given its own Coat Of Arms and the Club Check Pattern (first introduced in 1967), became so synonymous with the label, that it turned into a global phenomenon, with the company opening its stores from America, to Singapore.
Thus becoming ironically/enduringly notorious with Politicians and Football Casuals alike, from the late 80's, onwards!
The 1990's would see the brand's popularity bloom and soar even further, with the British Olympic Team, specially fielded in their official uniform.
From the Military, to Civilians.
From Pierce Brosnan, to Jamie Dornan.
From Paul Weller, to Mike Skinner.
Their glamorous, influential, special and iconic designs, are wonderfully curated/tailored to the finest detail, using lighter fabrics or thicker/multicoloured threads, to bring about the most robust, functional, smart and classy garments, for men and women, alike.
Stay elegant, yet strong.
Remain authentic with Aquascutum x