Aquascutum
London heritage outerwear house, the original makers of waterproof wool gabardine. The crest, the 'Aquascutum of London' wording and the Queen Mother royal warrant date the tag.
- Origin
- England
- Founded
- 1851
- Category
- Outdoor & Heritage
- Documented eras
- 6
How Aquascutum labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1960–1969
Royal-Warrant Script Tags
'Aquascutum of London' in elegant script, the royal warrant by appointment to Queen Elizabeth the Queen Mother prominently displayed.
- Feature the full “Aquascutum of London” branding prominently.
- Typically include the royal warrant by appointment to Queen Elizabeth the Queen Mother.
- Commonly found in simple rectangular shapes with elegant script fonts.
How to spot it
'Aquascutum of London' with the royal warrant.
Value signal
Strong; 60s Aquascutum is collector-grade heritage outerwear.
1970–1979
'Made in England' Crested Tags
The royal warrant kept, 'Made in England' added prominently, minimal extra text, sometimes with the crest emblem.
- Continuation of the royal warrant, emphasizing heritage and luxury.
- Tags often include specific details such as “Made in England” or other local manufacturing clues.
- Sometimes adorned with simple logos and minimal additional text.
How to spot it
'Made in England' on a royal-warrant tag.
Value signal
Strong; 70s English-made Aquascutum is sought.
1980–1989
Colourful Modern-Era Tags
More colourful and varied designs, sometimes dropping the 'of London' suffix, mixing serif and sans-serif fonts to reflect modernisation.
- Introduction of more colorful and varied tag designs.
- Incorporation of the brand name with or without the “of London” suffix, depending on the item.
- Usage of both serif and sans-serif fonts reflecting the brand’s modernization.
How to spot it
A more colourful 80s Aquascutum tag.
Value signal
Solid; 80s Aquascutum has steady demand.
1990–1999
Bold Graphic Care Tags
Bolder graphic-led tag designs, the royal warrant kept with updated text and styling, care instructions and fabric composition in detailed typography.
- Embrace of bolder, more graphic designs in tag presentation.
- Retention of the royal warrant but with updated text and styling elements.
- Often paired with care instructions and fabric compositions in detailed typography.
How to spot it
A bold graphic tag with the warrant kept.
Value signal
Solid; 90s Aquascutum coats hold value.
2000–2009
Minimalist Global Tags
Minimalist modern aesthetic, monochrome colour schemes, streamlined logo, multi-language care text reflecting global reach.
- Shift towards a more minimalist and modern aesthetic in tag design.
- Frequent use of monochrome color schemes and streamlined logo designs.
- Inclusion of multiple languages on care tags, reflecting the brand’s global reach.
How to spot it
A minimalist monochrome Aquascutum tag.
Value signal
Common; modest resale.
2010–2019
Contemporary Woven Tags
Sharp, clean modern lines, tag materials ranging from traditional woven to printed synthetic, the iconic logo restrained and contemporary.
- Modern tags with sharp, clean lines and a focus on the font and spacing.
- Variation in tag materials, from traditional woven labels to printed synthetic ones.
- Continued use of the iconic logo, albeit in a more restrained and contemporary fashion.
How to spot it
A contemporary woven-or-synthetic tag.
Value signal
Modern; priced on the piece.