Label profile: Aquascutum
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With their flagship store just a hop, skip and a jump away from tailoring mecca Savile Row, Aquascutum reflects old school British fashion. Not only do they provide top-notch design but also a personal tailoring service, giving the customer the opportunity to interact with an expert tailor. A classic shape can be chosen from the Aquascutum fabric library and finished with unique customization details and in less than six weeks you could breeze out of Aquascutum with a coat or suit, made to your requirements; a world away from the cold conveyor belt of fast fashion.

The news of Jaeger's acquisition of Aquascutum under the guidance of Chairman Harold Tillman and Chief Executive Belinda Earl puts an end to speculation about the brand's future. In the spring of 2009 the Japanese owners put Aquascutum on the market and entered into consultation with staff. There were serious talks with Crombie, the elite tailoring label established in 1805, but with BFC Chairman Tillman and retail wonder chap Tillman and Earl now key players, there is every possibility that Aquascutum's future could be even more illustrious than its past.

Selene Pearson
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Article Plan Label profile: Aquascutum
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