Aquascutum

John Emary opened a tailor's shop on Regent Street in 1851 and in 1853 patented a waterproofed wool, naming his business Aquascutum, Latin for 'water shield'. Its coats kept soldiers dry in the Crimean War, its trench coats were worn in both world wars, royal warrants followed from 1897, and Winston Churchill and Margaret Thatcher were customers. After a string of owners, from Renown to Shandong Ruyi in 2017, and a second administration in 2020, the brand now reaches shoppers largely through licences.