Originally founded in 1894 by Simeon Simpson, DAKS is recognised internationally as one of the UK’s foremost fashion brands, specialising in fine tailoring and accessories for both men and women, continuing to uphold the values of quality, reliability and innovation established by its founder.
Simpson managed to mass produce quality tailoring for the first time, producing ready-to-wear garments of the same standard as bespoke tailoring. This remains unchanged and is paramount to the brand’s identity. The name DAKS was created by the founder’s son, Alexander Simpson, and is a combination of ‘dad’ and ‘slacks’.
Better known than the self-supporting trouser is DAKS’s unique house check. It was introduced in 1976 and has become an international symbol, featuring throughout the clothing and accessories ranges. Nor is it just the house check that is a brand identifier, the Latin phrase ‘Aspice Semel’, as seen on the DAKS coat of arms, is an approximation of ‘at a glance’, highlighting the fact that the style, quality and design of DAKS products are instantly recognisable.
DAKS proudly holds three royal warrants. These are a hard-earned reflection of excellence of product and service. DAKS’s success is not limited just to the UK; it is distributed worldwide and the brand is sold in speciality shops, department stores and concessions globally.
The company has a strong reputation in the Far East markets, having been sold under licence in Japan for more than 30 years, and in Korea it is the number one non-domestic brand. Standalone stores in Hong Kong, mainland China and Taiwan confirm DAKS’s strong position as a truly global player.
The flagship shop on Old Bond Street encapsulates DAKS’s discreet elegance. The menswear collection provides a range of tailoring options, as well as wardrobe essentials such as knitwear, trousers, shirts and outerwear. Womenswear features contemporary tailoring, outerwear and knitwear. Creative director Filippo Scuffi, who has been with the company since 2005, develops both collections.
The DAKS accessory collection marries British style with Italian craftsmanship, using the best Italian leathers while upholding a British aesthetic. In addition, each season DAKS shows its womenswear and menswear collections on international catwalks.
The trench coat has always been an iconic DAKS silhouette, becoming a fundamental component of every collection, with contemporary updates made to the classic piece from season to season.
For 2018, its women’s trench coat has been subtly reimagined as the ‘Made in England’ Tina Trench. Made in North London, the trench comes in a classic double-breasted design available in four colourways: navy, beige, khaki and bordeaux. It’s an iconic transseasonal staple due to its versatility, making it the perfect layer for all seasons.
DAKS 10 OLD BOND STREET, LONDON W1S 4PL1 +44 (0)20 7409 4040