What Aquascutum does

Aquascutum is a heritage British fashion house founded in 1851, currently operating primarily through its Aquascutum Active sub-brand, which is licensed to Italian private limited company Icons Srl (S.R.L.) based in Rome. The licensed business designs, produces, and sells menswear, womenswear, sportswear, leather bags, and related accessories, with the active/lifestyle line centered on performance-oriented apparel and outerwear featuring proprietary fabric technologies including Lamina, Shell SP, Soft Shell, Nylon RLG, and ThermaSeal insulation. The product portfolio spans outerwear (trenches, jackets, vests), apparel (knitwear, tracktops, sweatshirts, hoodies, polos, t-shirts, shirts, shorts, underwear), beachwear, and accessories (scarves, bags, slippers, socks, umbrellas, bottles, keychains), supported by signature items such as the Wool Iconic Scarf carrying the celebrated Club Check pattern, now in its 50th anniversary year.

The company operates as a direct-to-consumer e-commerce brand through its official storefront at aquascutum-active.com, shipping globally including to the United States and Europe, with prices set in USD and free delivery offered on orders over €200. Unit pricing places polos in the $119-$125 range and signature scarves at approximately $190, with periodic seasonal discounts of up to -50%. The go-to-market is supplemented by a multi-channel presence across Facebook, Instagram, YouTube, TikTok, and LinkedIn, an editorial Journal blog, an email newsletter, and trade show participation at Pitti Immagine Uomo 110 (June 2026). Brand storytelling is reinforced through collaborations with actor Geoff Bell and Italian lifestyle brand Societas, alongside the Club Check 50th Anniversary campaign.

The revenue model is straightforward one-time unit sales of apparel and accessories through the owned e-commerce channel, with no disclosed enterprise or wholesale contracts, no public financials, no funding rounds, no M&A activity, and no disclosed leadership hires. The operating geography spans EMEA (centered on Italy) and North America. Brand-level differentiators rest on the 170+ year heritage, the 50-year-old Club Check archive, the proprietary fabric portfolio, and the Italian licensee's contemporary sportswear execution.

Name

Aquascutum

Legal name

Icons Srl

Website

https://aquascutum.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

101–250 employees

Short description

Aquascutum is a heritage British fashion house founded in 1851, operating through its Aquascutum Active sportswear sub-brand licensed to Italian company Icons Srl. It sells performance apparel, outerwear, and accessories direct-to-consumer globally via its own e-commerce storefront.

Ownership category

akta.pro rank

Product category

Fashion Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (45811)

SIC

Sporting & Athletic Goods, Nec (3949), Women's, Misses', And Juniors Outerwear (2330), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Heritage menswear
• Heritage womenswear
• Technical outerwear
• Sportswear apparel
• Leather accessories

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct Product Sales: One-time sales of apparel and accessories through e-commerce storefront, including outerwear, knitwear, tops, bottoms, beachwear, hats, caps, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Aquascutum Active designs, manufactures (via licensee Icons Srl), and sells menswear, womenswear, sportswear, outerwear, and accessories through its own direct-to-consumer e-commerce store. The assortment is anchored by proprietary performance fabrics (Lamina, Shell SP, Soft Shell, Nylon RLG, ThermaSeal) and heritage design cues such as the iconic Club Check pattern, spanning categories from trench coats and jackets to knitwear, polos, t-shirts, beachwear, hats, scarves, bags, and small leather goods.

Product overview

Aquascutum Active is a sportswear and activewear brand operating as an official licensee under Icons Srl. The product portfolio centers on performance-oriented apparel and outerwear featuring proprietary fabric technologies (Lamina, Shell SP, Soft Shell, Nylon RLG, ThermaSeal). The collection includes outerwear (trenches, jackets, vests), apparel (knitwear, tracktops, sweatshirts, polos, t-shirts, shirts, shorts), beachwear, and accessories. Signature offerings include the Club Check 50th Anniversary collection and various fabric-technology-based product lines like the Lamina series and RLG Windbreaker.

Differentiator

Problem solved

Functional benefit

Brands

• Aquascutum Active: The active/lifestyle line of the Aquascutum heritage brand, operated by Icons Srl as official licensee.

Products and services

• Outerwear Collection Core outerwear range including trench coats, jackets, vests, and archival pack pieces aimed at consumers seeking heritage-style weather protection for everyday and active use.
• Apparel Collection General apparel including knitwear, tracktops, sweatshirts, hoodies, polos, t-shirts, football shirts, shirts, shorts, and underwear for casual and active lifestyle wear.
• Beachwear Collection Swimwear and beach-related clothing introduced for the SS26 season.
• Hats / Caps Collection Branded hats and caps for casual lifestyle wear.
• Accessories Collection Accessories spanning scarves, bags, slippers, flip flops, socks, umbrellas, bottles, and keychains, including the signature Wool Iconic Scarf in Club Check.
• Lamina Collection Product line built around proprietary Lamina fabric, including pocket crewnecks, full-zip hoodies, insert shorts, T-shirts, and insert fleece mock-necks engineered for activewear functionality.
• Shell SP Collection Overshirts and shirts using Shell SP technical shell fabric for lightweight weather protection in the Club Check collection.
• Soft Shell Collection Outerwear and activewear garments using flexible Soft Shell fabric for comfort and weather protection.
• Nylon RLG Collection Lightweight windbreakers and jackets made with Nylon RLG fabric, anchored by the RLG Windbreaker.
• Club Check 50th Anniversary Collection Celebratory limited edition collection marking the 50th anniversary of the Aquascutum Club Check pattern, featuring exclusive jerseys and apparel co-branded with the anniversary.
• RLG Windbreaker Lightweight windbreaker jacket made with proprietary Nylon RLG fabric, offered in colorways such as Sage Green within the SS26 collection.
• Wool Iconic Scarf Signature Aquascutum wool scarf featuring the iconic Club Check pattern, priced at $190.89 USD (reduced to $124.09 during promotional periods).
• Active Snood Technical neck warmer (snood) designed for active and outdoor use.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Icons SrlcoreOEM/ Whitelabel/ Licensing PartnerIcons Srl is the official licensee of Aquascutum, responsible for the Aquascutum Active line of sportswear and contemporary apparel. Based in Rome, Italy (Portuense, 956 - 00148), they hold the licensing rights to produce and distribute the Aquascutum Active brand globally.
• Geoff BellminorStrategic or Co-development PartnerCollaboration with actor Geoff Bell for brand storytelling and content creation, featuring him in 'What is an Icon?' campaign and associated content pieces.
• SocietasminorStrategic or Co-development PartnerAquascutum Active x Societas collaboration featuring exclusive products and joint brand content.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Herno: Italian heritage outerwear and sportswear brand combining technical fabric innovation with a luxury positioning. Comparable to Aquascutum Active on Italian-licensee execution, technical outerwear (e.g., laminated fabrics), and activewear pivot.
• Barbour: British heritage outerwear brand (est. 1894) with a comparable emphasis on weather-protective coats, waxed jackets, and country-lifestyle apparel. Directly comparable as a heritage British brand monetizing outerwear through DTC and licensed product extensions.
• Fred Perry: British heritage sportswear brand with a celebrated iconic polo/shirt pattern (the Laurel Wreath) and strong licensing heritage. Compares to Aquascutum on British-sportswear-heritage DNA and on the use of an iconic recurring pattern to anchor product.
• Napapijri: European heritage outdoor/active lifestyle apparel brand with a strong identity around weatherproof outerwear and casual sportswear. Directly comparable on the outdoor-activewear positioning and the merchandising of jackets, fleece, and lifestyle accessories.
• Woolrich: Heritage American/European outerwear brand with a 190-year history of functional cold-weather coats and outdoor apparel. Compares directly on heritage outerwear credibility, proprietary fabric focus, and DTC-plus-licensed distribution.
• Stone Island: Italian technical outerwear and sportswear brand famous for proprietary fabric innovation and a strong cult-following. Closely comparable to Aquascutum Active on the Lamina/ThermaSeal fabric-tech angle and on Italian-licensee execution of a heritage-adjacent activewear brand.
• Paul & Shark: Italian heritage sportswear and outerwear brand with proprietary technical fabrics and an activewear-meets-sportswear positioning. Highly comparable as an Italian-operated (like Icons Srl) technical sportswear brand with strong DTC commerce and a similar price-point band.

Broad incumbents

• Lacoste: Established French heritage sportswear and casualwear brand with a famous iconic logo and broad global distribution. Comparable at the category and brand-recognition level as a mass-premium heritage sportswear house, though with vastly greater scale.
• Hugo Boss: Large heritage premium fashion house with a substantial activewear and athleisure line. Serves as a broader incumbent benchmark for scaling heritage brands into sportswear categories, though at materially larger scale than Aquascutum Active.
• Burberry: Heritage British fashion house founded in 1856, sharing Aquascutum's DNA of British luxury outerwear and iconic check patterning. Compares on brand-heritage positioning and outerwear authority, but operates at a vastly larger scale across apparel, accessories and licensing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AquascutumActive
• Facebookfacebook.com/aquascutumactive
• LinkedInlinkedin.com/company/aquascutum-active
• Instagraminstagram.com/aquascutumactive
• TikToktiktok.com/@aquascutumactive
• Xx.com/aquascutum

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aquascutum