When it comes to trench coats, Burberry or Aquascutum are the two big names. Men are divided on which is the better choice. Burberry’s trench coats are slightly better known than Aquascutum’s, but the fact is that Aquascutum was founded earlier than Burberry and invented the world’s first waterproof wool fabric, which is a well-known fact. This time, we will introduce the unknown history of ” Aquascutum,” which is also known as the originator of the trench coat, and its charms. aquascutum
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What is aquascutum?
Aquascutum is a brand that is said to be the origin of the trench coat, founded by John Emery in 1851. Since its establishment, the brand has been at the forefront of the industry with its superior craftsmanship and technological innovation, and is known for inventing the world’s first waterproof wool fabric just two years after its establishment. The brand name is a coined word combining two Latin words, “aqua” for “water” and “scutum” for “shield,” meaning “waterproof.
History of aquascutum
aquascutum opens its first flagship store in a prime London location
The brand’s name recognition rose dramatically after the British Army adopted coats made of waterproof wool fabric for officers during the Crimean War, which began in the same year that the waterproof wool fabric was invented. The success of the business led to the establishment of a flagship store on the corner of 100 Regent Street in central London in 1895.
aquascutum is a favorite of the British Royal Family and receives a Royal Warrant!
Originally, Aquascutum waterproof coats were produced as combat uniforms for the British army, but Aquascutum’s good reputation caught the ear of the royal family, and it was popularized for home and fashion use by King Edward VII. King Edward VII ordered a Prince of Wales check coat and became Aquascutum’s first royal customer, and from 1897 Aquascutum was granted a Royal Warrant.
Prince of Wales check stories-of-london
aquascutum was loved by Margaret Thatcher, the Iron Lady
In 1900, Aquascutum began to design outerwear for women as well as men’s wear. In the 1980s, Aquascutum was worn by a number of political heavyweights, including former Prime Ministers John Major and Margaret Thatcher.
Aquascutum has demonstrated amazing waterproofing and wind resistance even on Mount Everest!
In 1914, at the outbreak of the First World War, Aquascutum developed a coat that would become the prototype for its signature “trench coat. In 1953, a wind-resistant fabric was developed to withstand gusts of wind up to 100 mph (160 km/h) as a team including Edmund Hillary attempted to climb Mount Everest. The fabric was later sold in general stores under the name “Wincolle.
Aquascutum’s financial difficulties…
In the 1990s, the Japanese apparel brand Renown acquired Aquascutum, but in 2009 it was sold to a British brand licensing company. The British licensing company then sold the trademark rights in Asia to Hong Kong-based YGM Trading.
The 1990s was a time when many Japanese companies were acquiring foreign companies, partly due to the bubble economy. Renown was no exception to this trend, and it is said that the company was sold to a British brand licensing company. The background of the Great Recession in the U.K. then overlapped, and Aquascutum was driven to the point of bankruptcy in 2012.
On the other hand, Hong Kong-based YGM Mart Limited, which holds the trademark rights for the Asian region, is doing well. Renown now has a long-term contract with YGM Mart Limited to sell Aquascutum in Japan.
What is the “trench coat” of which Aquascutum was the prototype?
A trench coat is said to be a kind of raincoat. The word “trench” means “trench,” but it was not born in the trenches; it was merely upgraded with trench coat details to cope with the trenches. The original coat has been commonly seen since the first half of the 19th century as everyday work clothes for dockworkers, carriage drivers, street lampmen, etc.
The details that are believed to have been present in World War I trench coats are double tailoring, epaulettes, chin strap, raglan sleeves, cape back, gun flap, belt with D-rings, through pockets, box pleats, and liner. If you choose a trench coat with these details, you will have a classic trench coat with authentic specifications.
Why Aquascutum is said to be the originator of the trench coat
Why is Aquascutum considered the original, even though the coat has been around for a long time? Actually, Aquascutum is said to be the ” originator of the trench coat ” because it invented the waterproof wool fabric and was the first to help perfect it into the trench coat.
Aquascutum trench coats received praise from soldiers on the battlefield
From the battlefield, a letter was received from a soldier praising the trench coat produced by Aquascutum. The content of the letter was, “I received the Aquascutum coat safely. The Aquascutum coat protected me from the rain during the storm of November 26th that hit the Gallipoli peninsula in the Gulf of Shulba and other unimaginably severe trials,” and Aquascutum quoted the letter of praise sent to them in an advertisement to publicize the high regard in which the British army held them.
aquascutum celebrates its 165th anniversary with the “Humphrey Bogart Model”!
The company released the original model of the trench coat worn by Humphrey Bogart, famous for ” Casablanca ” and other films. To celebrate the 165th anniversary, Aquascutum is releasing the model he wore in “Casablanca” under the name “THE BOGART TRENCH. This model is limited to 165 pieces. It has been modified with special specifications, such as using traditional English fabrics and being designed tighter than the standard model.
Humphrey Bogart established the image of “the coat worn by detectives, detectives, and intelligence officers
Humphrey Bogart’s role in the Aquascutum trench coat had in common the characteristics of a “typical loner” who was “willing to go out in any kind of bad weather for stakeouts and investigations,” and “needed lots of pockets to hold his gun, camera, and notebooks. This had a significant impact, and the trench coat was associated by the public with an image synonymous with practicality and stubborn cold-bloodedness. In addition, Mr. Bogart’s various professional roles as a detective, detective, journalist, and intelligence officer, all while wearing the trench coat, created a strong association between these professions and the trench coat.
For a while, the trench coat had a strong cold-weather image, but then it became an item with a diverse image, being worn by everyone from royalty to rock stars. In order to maintain a brand image that remains unchanged no matter who wears it, Aquascutum’s message is that “those who wear it know the value of elegance, quality, and timeless prestige.
Differences between Aquascutum and Burberry trench coats
Differences between Aquascutum and Burberry trench coats 1 “Differences in the origin of waterproof fabrics”
Aquascutum was the first to create a wool fabric that was waterproofed at the yarn-making stage, rather than coated on the surface, and it became very popular. Burberry, on the other hand, is said to have invented a cotton twill fabric called ” gabardine ” and made it famous by using it in trench coats.
Left: Aquascutum, Right: Burberry fashionbeans
Difference between Aquascutum and Burberry trench coats 2 ” Difference in the pattern of the fabric
There is also a big difference in the pattern used for the lining. Burberry has developed a pattern design consisting of black, red, and white lines on a camel-colored background. On the other hand, the pattern used by Aquascutum is based on a traditional English pattern called gun club check, which was used for hunting. Both are original designs created as a symbol of the brand, known as ” house checks. Many customers decide to purchase the brand’s products based on their preference for the pattern.
Aquascutum’s representative models
Aquascutum’s representative model ” KINGSGATE
This model is considered a major aquascutum standard. It used to be made of 100& cotton, but the use of a material called ” Aquatech ” has increased the lightness of the fabric and the depth of color produced by the high-density weave. This standard model, which retains as much as possible the basic details of the wartime period, would be a good model to have. ▶︎Click here for details and purchase of ” KINGSGATE “.
LEIGHTON “, a representative model of Aquascutum
Aquascutum’s stainless-collar model. It is simple but full of aquascutum features such as subtle checks on the lapel and other parts. This model is very versatile, as it does not have as many details as a trench coat. ▶︎For details and to purchase ” LEIGHTON”, click here.
Aquascutum Store
The Marunouchi store used to exist as a directly managed store, but was closed in 2009. Currently, stores are located mainly in department stores throughout Japan, so why not pay a visit? In Japan, Burberry is very popular, but in the UK, Aquascutum fabrics are often regarded as superior in quality.
Aquascutum stores
Business hours: 10:30~20:00
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