Label profile: Aquascutum

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As Aquascutum returns to British ownership after being aquired by Jaeger, SELENE PEARSON takes a look at the story behind a luxury label that now offers so much more than its iconic trench coat.

The British weather is famed for its fickle nature; you’re never sure quite what to expect, except perhaps a fair bit of rain. So it’s no wonder that one of our most celebrated brands is named Aquascutum, or ‘watershield’ in Latin. We may fall short when it comes to summer, but our abundant rainfall means that when it comes to the trench coat, Britain is no washout.

Selene Pearson
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Article Plan Label profile: Aquascutum
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