Aquascutum had liberated gentlemen from the unpredictable English weather for half a century, when, in 1900, coats for ladies were introduced. Waterproof garments as shown on one of its first unisex advertisements.
A major success in the 1920s, the "New Scutum", was "adopted from successful original Aquascutum models" back in the 1860s.
The "Fairfield", or "Green Hopsack Coat with Cape Back" from an early 1930s collection was a design "much in favour with Aquascutum's patrons". It combined elegance with comfort and freedom of movement, characteristics "most needed and most beneficial" in this era.
"It was not before the 1940s that the trench coat was made available to the general public." (Nick Foulkes)
Yet Aquascutum won fashion acclaim prior to that, introducing lady "Mackintoshes" in 1938.
In the 1950s, the Aquascutum trench coat was tantamount to strength and style in a gentleman...
...as well as esprit and elegance in a lady.
"Take one special man (like yourself, for instance). Cover with carefully measured quantity of suit (from Aquascutum’s 123 fittings). Season with silk tie to taste. And then keep warm in one of our overcoats. That's our basic recipe for presentability this autumn. We have the ingredients for many variations, some for the city, others with a country flavour." (from an Aquascutum brochure in the early 1960s)
By the early 1960s Aquascutum garments had long been a fixture in the sophisticated woman's wardrobe.
This did not change when, at the end of the decade, women chose different values to determine their lives.
Aquascutum always "catered to the informed gent". A suit in the quintessential 1960s style.
Some of Aquascutum's 1970s outfits suggest a more playful elegance.
Rainwear never ceases to be popular. In the 1980s the Aquascutum "Travelord", made of Aqualene, established itself as "a travel coat and essential garment".
"Soft checked suitings" were a key design of the 1985 collection.
Designed for life in the city, in 1995 the "Duffield" paid tribute to Aquascutum's reputation as classic coatwright.
"Style is never out of fashion." A memorable look from the early 1990s.
More recent fashions.
A true modern classic from the 1996 collection.
Never dictated to by fashion, yet always aware of it – Aquascutum "offers the best of two worlds: clothes with integrity and style".
The 21st century saw the rebirth of cool. The style of a smartly dressed hero. Sharp. Understated. Dignified.
The "Fitzroy" from the 150th anniversary collection in 2001 is another fine example that an Aquascutum coat "gives the world its sartorial cue and defines the very core of excellence".
Haydon coat and Brando jeans. Made on traditional looms for a truly authentic pedigree
The essence of an 18th-century dandy in womenswear - sharp suit cuts, ornate fabrications and mixed textures
Playful elegance
Spirit of relaxation and soulful elegance of times past'
The Winter 2005 collection inspired by British portraitist Thomas Gainsborough
Dressing the Powerful - in Pursuit of Style
