Aquascutum Active marks 50th anniversary of Club Check, launches womenswear and appoints its first creative director

Aquascutum Active, the sportswear line from the historic British brand founded in 1851 by John Emary, is unveiling a raft of new developments at Pitti Uomo 110. The line was launched in 2023 by the Rome-based company Icon, which holds the production and distribution licence.
 

“This year marks the 50th anniversary of the Club Check, Aquascutum’s iconic pattern—an important milestone that we’ve celebrated with several dedicated products, including a football shirt which we’re previewing at Pitti Uomo,” Damiano Ferretti, owner of Icon, explained to FashionNetwork.com. “In the second half of the year, we’ll be launching a limited-edition cashmere scarf.”
 
The company also chose the Florence trade fair to officially announce the appointment of its first creative director. “After a very successful initial collaboration for Autumn/Winter 2026–27, we’ve decided to appoint Alessandro Pungetti on a permanent basis to lead our design and aesthetic direction, which will place a strong emphasis on product innovation, material research and functionality,” the entrepreneur continued.

Another major highlight at Fortezza da Basso is Aquascutum Active’s first women’s collection.

“The challenge was to reinterpret the brand’s DNA—rooted in advanced sportswear—in a more fashion-forward and feminine way. We deliberately created a tightly edited line of around 30 pieces, and the initial feedback from our sales network and customers has been very positive,” Ferretti emphasised.

The new womenswear collection is characterised by relaxed silhouettes, fluid volumes and lightweight constructions, maintaining a strong balance between function, comfort and performance. Technical materials, utility details and design solutions define a womenswear collection that preserves the functional identity of the active line while introducing an evolved approach to womenswear. The colour palette alternates between natural and deep shades: old white, bronze, chilli, black, navy, dust green, stone and almond.
 
Today, Aquascutum Active is available in approximately 600 stores worldwide, half of which are in Italy and the rest in England, Spain and Germany; with the upcoming Spring/Summer collection, the brand will enter Scandinavia and is considering entry into non-European markets, including Japan and the United States.

“The women’s line will partly follow the men’s distribution channels, but we’re also targeting stores specialising in women’s fashion,” Ferretti explained.

“We’re also starting to approach department stores: with the upcoming autumn collection, we’ll be making our debut at El Corte Inglés and are targeting other similar retailers in Europe. Outside the EU, we believe that Asia—and Japan in particular—could be very rewarding for us; we’re seeing a lot of interest.”
 

As for direct retail, in addition to e-commerce—launched less than three years ago and already accounting for 20% of sales—Aquascutum Active will open its first full-price monobrand store in September (the brand already has an outlet in Castel Romano): a 55-square-metre space on Via Cola di Rienzo in Rome, which will also carry the women’s line starting with the upcoming Spring/Summer collection.

“Our stand at Pitti Uomo showcases the concept we’ll use in the monobrand store, characterised by clean, minimalist lines to highlight the product,” added Ferretti.  
 
In the men’s collection presented at the Florence trade fair, outerwear remains a central element—with new designs developed to enhance lightness, comfort and adaptability—but significant attention is also given to knitwear, which is playing an increasingly important role in the collection. Technical knitwear, textural contrasts between cotton and nylon, functional inserts and utility details redefine a traditionally heritage-driven category through a more contemporary and dynamic approach.
 

Functionality and performance remain at the heart of the label’s design: reversible, packable, windproof and waterproof garments are developed using new constructions and utility-led solutions designed to accompany contemporary daily life, striking a balance between protection, practicality and technical elegance. Internal and external pockets are reimagined to offer modularity, practicality and everyday comfort. The silhouettes draw inspiration from sportswear and military styles, while the colour palette alternates between solid, timeless shades and more contemporary, bold hues.
 
“On the product front, we’re increasingly expanding our line of accessories, such as caps, sliders, bags and backpacks,” concluded the entrepreneur. “We’re also considering a pet collection, for which the Club Check pattern could work very well.”