Aquascutum Active
175 years of evolution
The British brand was founded in London in 1851 by John Emary.
The name Aquascutum comes from Latin and means water shield. It underscores the brand's mission to combine functionality with elegance. Emary is known for patenting a waterproof wool fabric. Since the 1950s, Aquascutum has been using Wyncol cotton blend fabric, which was used on the first successful Everest expedition, among other things. This year, the brand is celebrating not only its 175th anniversary but also the 50th anniversary of its distinctive Club Check pattern with a large stand at Pitti Uomo in Florence. The concept of Aquascutum Active emerged from these roots of progressive technical development. The new head designer, Alessandro Pungetti, who is also the designer for C.P. Company and co-founder of TenC, stands like no other for the combination of tradition and performance and has brought British heritage into the present with technical sophistication and a modern attitude. Inspired by key figures in British subculture such as John Engledew, Roo Oxley, Geoff Bell, Corbin Shaw, Paul Weller, and Tom Sheehan, there is a photo blog on the website and a radio channel on Spotify. The fall/winter 2026 collection underscores the brand's strategic positioning in the premium sportswear segment with a clear international identity. A particular highlight is the collaboration with designer Mirko Borsche and his sportswear and design studio Societas. A reinterpreted trench coat in fleece-bonded softshell material with heat-sealed branding, matching merino scarf, and a soccer jersey inspired by the English national team's 1994 away jersey against the USA combine British classicism with the contemporary visual language of soccer fan culture. Chusaja from Munich is responsible for sales and distribution in the D-A-CH region.
