Aquascutum: Company Info

In 1851, a certain John Emary opened his tailoring shop in Mayfair. England’s notoriously harsh climate made great demands on outerwear, and Emary wanted to focus on developing new materials. Two years later, he had received a patent for a new waterproof fabric, and orders were pouring in. In the same year, he changed the company that bore his name to Aquascutum, a combination of the Latin words aqua (water) and scutum (shield). The unusual name aroused great interest among customers. In 1870, John Emary and his son John Ledbury left Regent Street and sold Aquascutum to Scantlebury & Commin.

It was under S&C that the company achieved a high reputation as a manufacturer of waterproof, comfortable casual clothing. Their products were enjoyed by riders, hunters, golfers, and hikers alike. The success was fast. In 1914, the company faced its greatest challenge with the First World War. Officers needed highly durable outerwear to keep out mud, rain and cold. The company's answer was a trench coat with a special removable cotton lining. Burberry was the first to make one, but Aquascutum followed very quickly with a more versatile jacket that was suitable for both warm and cool climates.

The 1920s were a decade of great optimism, joie de vivre and elegance. Aquascutum was doing well, especially after the legendary Duke of Windsor gave them his seal of approval. After his visit to Japan, the locals also gave Aquascutum a market position as English style appealed to them. In 1932, the company was transferred to Isidore Abrahams. His sons, Sir Charles and Gerald M. Abrahams, were responsible for Aquascutum for almost 50 years. By the end of the decade, the company had one of the highest positions among clothing manufacturers on the island nation. Then came World War II. Rationing greatly hampered the production of casual clothing, but outerwear for soldiers brought some income.

The 1950s were spent developing new materials, publishing and sponsoring expeditions. The 1960s peacock revolution brought with it bright colours, flashy patterns and huge suit collars. Aquascutum's collections were so popular that the Queen awarded the company for its exports. In 1966, its director Gerald M. Abrahams was awarded a CBE for his contribution to British style. The Queen's Export Award was given again in 1971, 1976 and 1979, when growth was rapid. The 1980s saw the birth of a full women's and sportswear range. The prominence of Aquascutum's check pattern in accessories and clothing details was also a new phenomenon of the era. The new millennium was welcomed with special collections and advertising campaigns to celebrate 150 years of style.