Label profile: Aquascutum
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Established in 1851 by tailor and entrepreneur John Emary, Aquascutum has been known for its connection with water from the very beginning, when in 1853, Emary produced the first waterproof wool. Like many of our heritage fashion brands, Aquascutum certainly had somewhat of a utilitarian beginning. Whilst London’s most fashionable flocked to the Regent Street flagship store to take advantage of Emary’s stylish waterproof wears, this invention was not reserved simply for the very rich or fashion conscious, the fabric technology served suffragettes and also soldiers on the front line. Aquascutum’s innovative outerwear was put to the ultimate test in the Crimean War and later in both World Wars I and II and in 1953, Sir Edmund Hillary wore the Wyncol Spalding raincoat to conquer Mount Everest, using Aquascutum’s
waterproofs to protect him from the harshest of elements and altitudes.

Selene Pearson
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Article Plan Label profile: Aquascutum
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