1851-1885

In 1851, while Queen Victoria's consort, Prince Albert, held the Great Exhibition, Mayfair tailor John Emary was determined to introduce the latest innovations in menswear when he opened his upmarket shop in Regent Street. His main concern was the reliable waterproofing of outerwear and only a few years later, in 1853, he had a brand new technology patented after succeeding to produce a shower-proof textile. That same year, he changed the name of his company to 'Aquascutum', from the Latin 'aqua' -water- and 'scutum' -shield-. The unusual word created interest from the start. A cascade of orders for the new rain-repellent clothes was the consequence and the streets of Mayfair were filled with Victorian boulevardiers wearing the 'Aquascutum Wrapper'. In the same year Aquascutum's development and success were honoured with the freedom of the City of London.

Further recognition came during the Crimean War when weather resistant coats were very much in demand. British army officers equipped themselves with Aquascutum raincoats and withstood the rigours of the Russian winter. One Brevet Major Goodlake and his Sergeant claimed they owed their lives to grey Aquascutum coats.

Indistinguishable from their Russian foe they marched with the enemy army until they could escape and rejoin their own lines. The Captain’s coat is preserved at Newstead Abbey in the Midlands.