Kegaariyoadded December 24, 2016

First, here’s a little history (it’s important to understand before we get into the bloodstained scarves of the hooligans – so stick with it). Aquascutum was founded in Mayfair, London in 1851 by a fella called John Emary. Five years later Thomas Burberry launches Burberry and inadvertently creates what will become one of British fashion’s greatest rivalries.
By the mid-1990s, Aquascutum gear was being worn by an altogether different crowd. Football hooligans, or “casuals” to give the subculture its proper name, were wearing the brand’s macs, shirts, caps and scarves to look smart and stylish at the game, and sometimes fight opposition fans.
When the brand became known outside of the football casuals culture, it became a dirty brand. It fell out of favor with not just the fashion industry, but with middle class Britons looking to distance themselves from the “thugs” and the working classes. It continued to churn out the same kind of product and sales declined, eventually it entered administration in 2012.
But today Aquascutum is back on the main stage. Its collaborative collection with Supreme marks a new era. It follows and takes advantage of what fashion publications have dubbed the “nu lad” or “new Casual” movement – as our man Aleks Eror put it, “a shift away from the normcore and hipster trends of the ’00s back towards the loud, proud, lager-swilling days of the 1980s and ’90s.” Essentially, it’s all the clothes and nostalgia, without any of the blood, violence and rough and tumble.
It appears to be the first time the brand has truly understood its place in fashion culture — and that’s just as much about football casuals as it is about the Royals and Margaret Thatcher, no matter how much it’s protested that in the past. If you purchase something from Aquascutum today, you are, knowingly or unknowingly, aligning yourself with a piece of very British culture. Not the kind of bullshit, tea-sipping, “Keep Calm and Carry On,” Cath Kidston bedspread British culture, bu