1884 headquarters london united kingdom key people founder lewis tomalin majority owner better capital ceo colin henry products clothing accessories shoes subsidiaries allders website www.jaeger.co.uk jaeger je is a united kingdom based fashion brand and retailer of menswear and womenswear . traditionally known for a classic twinset and pearls image 1 and the use of high quality natural fibres it has focused on updating its brand image since 2008 when it first appeared at london fashion week . 2 formerly owned by harold tillman and acquired by better capital in 2011 the brand s current positioning is described as affordable luxury . 3 contents 1 company history 1.1 1960s direction 1.2 1990s on 2 current operation 3 references 4 external links company history edit jaeger was established by british businessman lewis tomalin as dr jaeger s sanitary woollen system co ltd in 1884 capitalising on a craze for wool jersey long johns inspired by the theories of german scientist dr gustav jaeger . jaeger s writings about the value of wearing animal fibres not cotton next to the skin had attracted fans including george bernard shaw . 4 5 the woollen undergarments were worn by many explorers including ernest shackleton . it had received its first royal warrant by 1910 . 4 jaeger began creating wool suits and by the start of world war i it had cut its associations with germany and become a british brand . long johns for british and commonwealth troops kept the company going during the war but by the 1920s it had switched to fashion . 5 the company s flagship store opened on regent street in the 1930s and attracted a solid clientele who wanted british made garments at prices that were not as high as savile row or the high end couture brands . 5 natural fibres remained central to the brand the camel hair coat was a jaeger invention and it also utilised other exotic woollen fibres such as cashmere angora and alpaca . 5 jaeger s yarns were also popularised via knitting patterns in the 1940s . 6 7 the clothing was modelled by both audrey hepburn and marilyn monroe in the 1950s . 8 1960s direction edit jaeger began attracting a younger client base in the 1960s partly due to a revival in british fashion but also because of the influence of jean muir who joined the company in 1956 and was put in charge of its more fashionable young jaeger brand staying for six years before branching out on her own . 9 10 during the 1960s jaeger clothes were modelled by jean shrimpton and photographed by david bailey giving it credibility with a younger audience . 5 in 1966 a jaeger linen dress formed part of the dress of the year as chosen by sunday times fashion editor ernestine carter . 11 1990s on edit the company had been bought by coats paton later coats viyella in 1967 . 12 by the 1990s jaeger was struggling possibly because its customer base was ageing with the brand and with no younger audience to replace it . 5 it has also been suggested that the influx of european brands perceived as more fashionable during the 1980s including maxmara and escada contributed to its dwindling customer base . 13 there was a refocusing of the brand under the direction of design director jeanette todd and with some success including picking up a british fashion award in 1996 but this was followed by a period of management turmoil . the company hired bella freud to update its image and she introduced designs inspired by its 1930s and 40s styles along with a mini skirt bomber jacket and jaeger little black dress . 13 14 coats sold jaeger for a nominal fee to entrepreneur and former queens park rangers f.c. chair richard thompson in 2003 by this stage it was a chain with almost 250 shops . 15 it was swiftly re sold by thompson to retail entrepreneur and then british fashion council chair harold tillman . at this stage the company was described as on its knees . 16 in 2004 belinda earl formerly of debenhams was employed as ceo . for a time it was tipped as the next burberry and the appointment of stuart stockdale as design director garnered positive publicity . 17 its appearance at 2008 london fashion week for the first time in its history also appeared to mark a stronger brand image . 5 as of 2011 jaeger had 45 uk stores and shipped to 38 countries worldwide . in the same year it was commissioned to create uniforms for staff at kensington palace . 4 current operation edit in april 2012 jaeger was acquired by better capital . 18 in july 2013 colin henry was employed as ceo . 19 in the same year jaeger appointed creative directors jsen wintle menswear and sheila mckain waid womenswear . 20 in 2014 jaeger announced it would be increasing its uk sourcing to return the company to its historic reliance on uk factory production a marker for the brand until 2000 aiming to produce 10 15 per cent of ranges in the uk by autumn 2014 . 20 21 references edit rogers daniel 9 january 2001 . jaeger hires marketeer to ditch frumpy image . the guardian . retrieved 15 april 2014 . brand history . jaeger pdf . london fashion week . retrieved 15 april 2014 . staff . latest news insight and analysis on jaeger . retail week . retrieved 15 april 2014 . a b c leitch luke 11 november 2011 . mencyclopaedia jaeger . daily telegraph . retrieved 16 april 2014 . a b c d e f g grant linda 23 january 2009 . jaeger celebrates 125 years in the business . daily telegraph . retrieved 15 april 2014 . v & a collections jaeger knitting pattern . 1940s patterns to knit . v & a. retrieved 16 april 2014 . jaeger . 1950s knitting patterns . advertising archives . retrieved 16 april 2014 . ruddick graham 10 october 2013 . fashion brand jaeger to bring manufacturing back to the uk . daily telegraph . retrieved 16 april 2014 . stemp sinty 29 november 2006 . the prime of miss jean muir . the scotsman . retrieved 16 april 2014 . biography . jean muir . design museum . retrieved 16 april 2014 . listing . fashion museum 1963 69 . bath museum of costume . retrieved 16 april 2014 . records of coats viyella plc . university of glasgow . retrieved 16 april 2014 . a b mills lauren 23 july 2000 . jaeger fashions a new look . daily telegraph . retrieved 18 april 2014 . ehrlich doreen . jaeger . fashion encyclopaedia . retrieved 16 april 2014 . cave andrew 23 january 2003 . entrepreneur poised to bag jaeger for nominal price . daily telegraph . retrieved 16 april 2014 . wallop harry 16 april 2012 . harold tillman makes almost nothing from jaeger sale . daily telegraph . retrieved 16 april 2014 . leisa barnett 4 november 2008 . jaeger s new stock . vogue.com . staff april 17 2012 . harold tillman sells jaeger to jon moulton s better capital for just 19.5 mn . international business times . retrieved 14 april 2014 . holland tiffany 24 june 2013 . profile new jaeger chief executive former espirit product boss colin henry . retail week . retrieved 14 april 2014 . a b smith katie 18 march 2014 . jaeger sets up team to develop uk supply base . just style . retrieved 16 april 2014 . powley tanya 5 december 2013 . made in britain demand prompts rise in textile manufacturing . financial times . retrieved 16 april 2014 . external links edit official site better capital jaeger at v & a collections pictorial history of jaeger from the guardian retrieved from https en.wikipedia.org w index.php title jaeger clothing & oldid 738206559 categories clothing retailers of the united kingdom1884 establishments in the united kingdomluxury brandsclothing brands of the united kingdombritish royal warrant holders navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages fran ais portugu s edit links this page was last modified on 7 september 2016 at 15 26 . text is available under the creative commons attribution sharealike license ; additional terms may apply . by using this site you agree to the terms of use and privacy policy . wikipedia is a registered trademark of the wikimedia foundation inc. a non profit organization . privacy policy about wikipedia disclaimers contact wikipedia developers cookie statement mobile view