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AQUASCUTUM PROFILE

AQUASCUTUM

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Wearona rating: 4
Aquascutum logo
Founded:
1851
Designer:
Joanna Sykes
Philosophy:
"Aquascuntum is a UK-based luxury clothing manufacturer and retailer. In April 2012 it was sold to YGM Trading, a Chines fashion retailer", Sky News.
Actual Campaign by Aquascutum Campaign © by Aquascutum

Aquascutum is a British luxury clothing label established by John Emary in 1851. With a history of over 160 years old, Aquascutum is famous for inventing the world's first waterproof cloth, as a necessity, a natural response to British weather. This is where its name comes from. In Latin, Aquacutum means “water shield”. The brand started its road in the fashion industry by making menswear and waterproof coats worn by soldiers in the Crimean war and the two world wars. Ever since then its signature piece was the trench coat. Decades later, its womenswear line was introduced. Its quality product made Aquascutum famous among politicians, aristocrats, actors and royals. The Aquascutum Brand Profile shows that the company was a family business up to 1990 and afterwards it has gone through several ownerships. Today, it is the property of YGM Trading, a Chinese fashion retailer. Currently, Aquascutum has a junior line. In the Aquascutum Brand Profile we find that it puts great effort into creating elegant items and designs. Like many luxury labels which started out as family businesses, Aquascutum is famous for its craftsmanship, attention to details and use of high-quality fabrics. Its incredible history and royal recognition make it a must for those seeking a timeless, stylish and practical item.

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