Jaeger: a trusted British brand
As the 20th century rolled in, Jaeger continued trading the woollen clothing with eccentric beginnings but effectively severed ties with its German roots; woollen undergarments were essential to troops during the First World War, but associating with the enemy wasn’t a desirable extra. Jaeger’s work with wool began as a utilitarian practicality but it was during the 1920s that a fashion element was added. The brand introduced the camel-hair coat to Britain, which has become such a perennial mainstay of many wardrobes, whilst wools such as angora and alpaca were also initiated into the British fashion world. The 1940s saw actresses such as Vivien Leigh and Deborah Kerr dressed in Jaeger, and stars of the Golden Era of Hollywood such as Marilyn Monroe and Cary Grant indulged in the label's sumptuous cashmeres and wools. It was the label for sophisticated adults, a trusted British brand.