United Kingdom
100 Regent St.
W1B 5SR London
United Kingdom
+44 20 7675 8200


founded by

John Emary

belongs to

Renown Incorporated


"Aquascutum" is a UK-based luxury clothing and apparel manufacturer, owned by Japanese company Renown Incorporated since 1990.

Aquascutum was established in 1851, the year of the Great Exhibition, when tailor and entrepreneur John Emary opened a high quality menswear shop at 46 Regent Street. In 1853, after succeeding to produce the first waterproof wool, he had his discovery patented and renamed the company �Aquascutum�, Latin for �watershield�, which is a very good name for their raincoats which are used as shields to keep out rain. In 1901, Emary moved to 100 Regent Street in the heart of London, which remains Aquascutum�s flagship store to this day.

In 1854 during the Crimean War, British military officers were equipped with Aquascutum raincoats.

From 1897 Aquascutum were granted a total of 5 royal warrants from Edward VII onwards.

In 1900 Aquascutum opened a womenswear department, offering water-repellent capes and coats, which were extremely popular among the suffragettes. Starting with outerwear and riding habits, the company soon offered a fully developed wardrobe for women who prefer style to fashion.

During World War I from 1914 to 1918 the company supplied waterproof trenchcoats to the army. After the war was over, these trenchcoats were introduced for civilian wear.

In 1927, the company was acquired by the Abraham family and it has continued in family hands.

In 1970 Charles Abraham, the Chairman and Managing Director was knighted for services to Britain.

In 1953 Sir Edmund Hillary and Tenzing Norgay conquered Mount Everest wearing Aquascutum garments made of D-711 special fabric.

From the 1960's onwards, the company has expanded around the world, all over Europe, Japan, Canada and the USA marketing not only raincoats but also menswear, womenswear and other products.

Michael Herz has been the designer for womenswear since 2000 and his team includes Graeme Fidler and Hayley Green the accessories designer since 2001. In 2004, the house was taken over by Japanese management.

Things began to look up in 2006, when Renown/Kaleido hired Kim Winser as CEO away from Pringle of Scotland to revitalize the brand � la longtime rival and heritage brand Burberry (Burberry�s known for plaid while Aquascutum�s associated with a check). Since Winser joined, the international growth of the brand has boomed, thanks in no small part to the placement of celebrities like Pierce Brosnan and Gisele B�ndchen in the label's campaigns. Success is also the result of co-designers Graeme Fidler (menswear) and Michael Herz (womenswear), whose fame has escalated since the turnaround. By August 2008, mentions arose in the press about a flagship store in New York to add to the company�s London and Tokyo retail repertoire. In October of the same year, Renown went on the record about trying to sell off the label.

Who Wears It

Pierce Brosnan, Sophia Loren, Tony Blair, Margaret Thatcher, Angelina Jolie, Kylie Minogue, Princes of Wales, Prince Rainier of Monaco, Sir Winston Churchill, Baroness Thatcher, Humphrey Bogart, Lauren Bacall, Sophia Loren,Cary Grant, Michael Caine

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