Domestic and fashion applications followed, promoted in the 19th century by royal fashion leader King Edward VII. His majesty was Aquascutum’s first royal client, ordering an Aquascutum coat in the Prince of Wales check. In 1897 Aquascutum was granted a royal warrant, the first that would mark the British royal family’s long patronage of the company.
In 1900 Aquascutum opened a womenswear department, offering water-repellent capes and coats, which were extremely popular among the suffragettes.
The company has created other fabrics and coats using similar names, such as the Eiderscutum light overcoat and (in 1962) the multicoloured wool-yarn weave, Aquaspectrum.
The company has supplied aristocrats, political leaders, and actors, including three Princes of Wales, Prince Rainier of Monaco, Sir Winston Churchill, Baroness Thatcher, Humphrey Bogart, Lauren Bacall, Sophia Loren,Cary Grant, and Michael Caine.
In April 2006, Aquascutum appointed Kim Winser as President and Chief Executive Officer. The current heads of design are Michael Herz and Graeme Fidler, who won numerous awards including GQ style awards. The brand, famous for its suiting range recently modelled by Pierce Brosnan and Brett Anderson, also offers tailoring by Savile Row tailor, Nick Hart. Gisele Bündchen and Jamie Dornan model Aquascutum Collection designs and vintage pieces.
1911 HM King George V
1952 HM Queen Elizabeth, The Queen Mother