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“Aquascutum” is a UK-based luxury clothing and apparel manufacturer, owned by Japanese company Renown Incorporated since 1990. Aquascutum was established in 1851, the year of the Great Exhibition, when tailor and entrepreneur John Emary opened a high quality menswear shop at 46 Regent Street. In 1853, after succeding to produce the first waterproof wool, he had his discovery patented and renamed the company Aquascutum, Latin for watershield, which is a very good name for their raincoats which are used as shield’s to keep out rain. In 1901, Emary moved to 100 Regent Street in the heart of London, which remains Aquascutums flag ship store to this day.