Shopping, Womenswear Soho
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Balancing heritage alongside fashion is always a tricky business, but it’s one that Aquascutum, now in British hands again, having been bought from its previous Japanese owners by Harold Tillman and Belinda Earl, knows all about. Aquascutum, now part of the Jaeger group, is rightly proud of its 157-year history and of the fact that it still makes some of its core pieces in Corby, Northamptonshire. But it also knows that heritage and tradition are no substitute for fashion when it comes to attracting new customers, and that’s why models such as Gisele have appeared in recent ad campaigns, and why the brand has sought to develop its fashionable, mod-influenced Aquascutum LTD. range for men in recent seasons. More classic pieces are designed by Graeme Fidler. The brand has also now added women’s tailoring to its men’s made-to-measure service.


Venue name: Aquascutum
Address: 100 Regent Street
Opening hours: Open 10am-6.30pm Mon-Wed, Fri, Sat; 10am-7pm Thur; noon-5pm Sun
Transport: Tube: Piccadilly Circus tube
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