DAKS was originally founded in 1894, and is recognised internationally as one of the UK’s most quintessentially British luxury labels. The brand specialises in fine tailoring and accessories for both men and women, continuing to uphold the values of quality, reliability and innovation established by its founder Simeon Simpson. These values remain unchanged and paramount to the brand’s identity.
A little known fact about the DAKS brand is that it was the first company to invent and patented the self-supporting trousers, which featured an adjustable waistband eliminating the need for belts and braces, and small rubber pads sewn inside the waistband to hold a shirt in place. DAKS Slacks were created in 1934 and revolutionized menswear tailoring.
Over the years DAKS has built up a strong reputation as a luxury British brand that has maintained unbroken integrity with its tradition. The brand is proud to hold all three Royal Warrants, one of only 15 firms to do so. These are a hard-earned reflection of excellence of product and service. The brand’s unique House Check, which is recognised worldwide, was introduced in 1976 and has become an international symbol, featured throughout the clothing and accessories ranges. Furthermore, the Latin phrase ‘Aspice Semel’ 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.
The menswear and womenswear collections provide a wide range of tailoring options as well as wardrobe essentials such as knitwear, shirts and outerwear. Both collections are developed with the London in-house design team, who each season select the finest fabrics from Britain and Italy. DAKS also hold a luxurious collection of accessories, made using the finest Italian leather and craftsmanship, whilst upholding a British aesthetic. In addition, each season DAKS show their womenswear and menswear collections on the catwalk at London Fashion Week and Milan Moda Uomo respectively.
In April 2016, the company opened The DAKS Simpson Menswear Club at the flagship store where the full range of DAKS menswear can be viewed and purchased. This includes suiting, outerwear, casualwear and accessories. Selections of fellow Royal Warrant Holders’ products are also available to buy in-store. Tricker’s shoes are available for purchase along with Lock & Co. menswear hats and Henry Poole bespoke suits, available to try and fit in The DAKS Simpson Menswear Club.
DAKS is a founding member of Walpole and an active supporter of HRH The Duke of Edinburgh’s Award, the Pony Club at the Royal Windsor Horse Show, and The Torch Trophy Trust, which represents the spirit of London Olympics 1948.
DAKS products are exported worldwide and sold in over 2,000 speciality shops, prestigious department stores and concessions with a strong reputation in the Far East markets. The flagship store remains in the heart of London on Old Bond Street.