Aquascutum Active: The Technical Revival of a British Icon at Pitti Uomo
Founded in 1851 by John Emary, the London-based fashion house Aquascutum is reaching a pivotal moment in its contemporary history. At Pitti Uomo 110, its sportswear line, Aquascutum Active, unveiled an ambitious expansion strategy that blends tailoring heritage with high-performance innovations. Now under the umbrella of the Shandong Ruyi Group, the brand is undergoing a profound transformation spearheaded by Rome-based Icons, which now manages its production and distribution.
Alessandro Pungetti Takes the Reins of Creative Direction
One of this season’s major turning points is the appointment of Alessandro Pungetti as creative director. Having already served as a consultant for the Fall/Winter 2026–2027 season, the designer officially takes the helm starting with the Spring/Summer 2027 collection. His mission is clear: to refine the brand’s visual identity by blending the exploration of technical materials with a sleek, urban aesthetic. Under his supervision, functional details—such as heat-sealed seams and “bonded” finishes—are no longer mere technical features but become the cornerstones of the design.
Fifty Years of Club Check: Between Tradition and Sports Culture
The year 2026 also marks the fiftieth anniversary of the famous “Club Check,” the brand’s iconic checkered pattern. To celebrate this heritage, Aquascutum Active presents a dialogue between past and present. Following the highly acclaimed launch of a soccer jersey featuring the pattern’s colors, the brand plans to release a limited-edition 100% cashmere scarf. This symbolic choice reinterprets the most iconic accessory in the British imagination through the lens of contemporary luxury.
A First Women’s Collection and a Foray into Retail
Long focused on men’s wear, Aquascutum Active is venturing into the women’s segment for the first time. This inaugural collection, comprising some thirty pieces, draws on the hallmarks of technical outerwear—waterproofing, breathability, and functional elegance—to adapt them to a dynamic women’s silhouette. This launch accompanies a global commercial push: after establishing a strong presence in the United Kingdom and Germany, the brand is now setting its sights on Scandinavia, France, and Asian markets such as Japan and Korea.
The highlight of this expansion strategy will be the opening, scheduled for next September, of the brand’s very first brick-and-mortar store in Rome. This first Italian flagship store reflects the vision of Damiano Ferretti, CEO of Icons, to establish the label within the international luxury retail landscape while preserving the British spirit that has been the brand’s strength for over 170 years.