AQUASCUTUM
Founded in 1851 by John Emary, Aquascutum has been a trailblazer in luxury outerwear, seamlessly merging innovation with timeless elegance.
The brand’s name, derived from the Latin for “water shield,” reflects its origins in crafting waterproof wool garments.
Over the decades, Aquascutum has become synonymous with British sophistication, celebrated for its patented raincoats and signature Club Check pattern. From royal endorsements to its adoption by subcultures such as the 1960s Mods and 1980s football casuals, Aquascutum has effortlessly bridged class and style.
Today, the brand continues to innovate with collections that blend tradition and modernity, including the versatile Active line, cementing its status as a leader in functional yet sophisticated fashion.
A Tribute to Subcultural Iconography
Aquascutum Active unveils a new campaign celebrating the brand’s iconic Club Check and high-performance outerwear—staples for scooter-riding Mods of the 1960s and the terrace culture of the 1980s and 90s.
Once a uniform, a camouflage, and a badge of honour for the British working class, these pieces have been reimagined for today while maintaining the brand’s enduring status as a subcultural icon.
The latest collection merges Aquascutum’s rich heritage with contemporary design, prioritising functionality and style.
Featuring sleek thermal insulation and advanced technical fabrics, standout pieces include the tailored Trench Coat, reversible lightweight jackets, and impeccably cut coats in muted tones like Army Green, Navy, and the iconic Club Check.
First introduced in 1976, this distinctive pattern embodies sophistication while remaining culturally relevant.
A Homage to Terrace Culture
Key accessories like the Club Check Scarf and Cap, both integral to terrace culture, make a triumphant return.
Crafted from 100% Merino wool and finished with a durable water-repellent treatment, these items combine practicality with heritage style.
The collection also features football shirts showcasing the Club Check in both traditional and macro formats—a nod to Aquascutum’s enduring influence on British streetwear and luxury fashion.
Fabric Innovation Meets Heritage Design
The AW24 collection introduces cutting-edge materials that elevate performance without compromising comfort or style.
Highlights include ShellSP, a stretch fabric offering breathability and heat retention, and WpWool, a blend of 50% water-resistant wool and 50% recycled fibres, featuring bonded insulating membranes and heat-sealed seams for complete waterproofing.
Redefining Luxury Outerwear
Aquascutum Active marries the time-honoured tradition of British tailoring with modern innovation, delivering a collection that is both functional and elegant. With meticulous attention to detail and a deep respect for cultural heritage, Aquascutum continues to redefine luxury outerwear, crafting pieces that resonate with today’s discerning audience.
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