DAKS

Source: Wikipedia, the free encyclopedia.
This article is about the British fashion house. For the singular, see DAK (disambiguation). For other uses, see Daks (disambiguation).

DAKS Simpson Group plc
IndustryFashion
FoundedCity of London, England (1894)
FounderSimeon Simpson
HeadquartersLondon, UK
Japan
Key people
Paul Dimond (deputy chairman)
Luigi Veccia (creative director)
ProductsClothing
Accessories
OwnerSankyo Seiko Co. Limited (since 1991)
Websitewww.daks.com
DAKS flagship store on 10 Old Bond Street
Looks from DAKS' SS13 shows

DAKS is a British luxury

Charles, Prince of Wales
in 1982.

Worldwide, DAKS is exported to 30 countries and sold in over 2,000 speciality shops, major stores and concessions. Since 1991 the company is owned by Sankyo Seiko Co. Limited.[1]

Name DAKS

The name DAKS was introduced in 1935 for Simpson's new line of self-supporting trouser, and later expanded to suits.

trade mark name, others often wrote it Daks. Various stories for the origin of the name exist. Ashley Havinden, who worked on the brand's typeface, recalled in 1955 that the original name proposed was "Vacs", from vacation wear; the V was changed to D as it sounded stronger, and the C to K because it looked stronger.[4] David Wainwright's 1996 official history says DAKS is a combination of the initials of Alexander Simpson and an initial and final letter of his business associate Dudley Beck, altered from DABS.[5][6]: 4  The company website links the brand to the Australian English slang "daks", meaning trousers or underpants, widely interpreted as a blend of "dad slacks",[7][2] an association Wainwright ascribes to marketer Bill Crawford.[6]
: 4 

History

Early years – S Simpson

In 1894 Simeon Simpson, aged 16, rented a room on Middlesex Street,

machinery capable of making buttonholes and electric powered saws to cut many layers of fabric at once; Simpson saw the potential for such equipment for producing garments in higher quantities while still upholding quality tailoring techniques, aiming to improve ready-to-wear standards as no male or female professionals considered ready-to-wear to be suitable attire at the time.[6]: 2  Simpson's methods proved successful in speeding up the process and he set up several factories within London, which soon required expansion in its early years through popularity of the label.[6]
: 1–2 

Alexander Simpson, his second son, joined the business aged 15 in 1917, and by 1929 had planned and opened a larger factory in Stoke Newington where production could be centralised, this again had to be enlarged a few years later.[6]: 3 

20th century – DAKS and Simpsons Piccadilly

With the continued growth of the company Alexander Simpson began to take more control of the business, and in 1935 DAKS tailored the first self-supporting trouser.[2] The trousers were available in many colours and fabrics that weren't generally associated with menswear. Soon after a DAKS womenswear line was released, using the patented waistband for skirting.[6]: 52 

At the turn of the 21st century when the company was acquired by Japanese group Sankyo Seiko Co. Limited in 1991, the S Simpson name was dropped and DAKS became the new brand name.[9]

The ease-of-wear of the trousers and how they allowed movement, as intended from Simpson's invention, led to DAKS being popular in sporting wear: kitting tennis, golf, motor racing and football players, and even for the British Olympic team in 1960.

Second World War to produce military uniforms for officers in the Army, Navy, Royal Air Force and Women's Services.[10] Despite the semi-destruction of the Stoke Newington factory due to bomb damage and loss of electricity[6]: 54  seven million garments were made for the military.[6]
: 58 

After the war, DAKS started selling to the public again. Queues of people would form along Piccadilly. Simpson tailors would measure them in the line, and present suitable pairs of trousers to them when they arrived in the Simpsons of Piccadilly store.[6]: 58 

Simpsons of Piccadilly

Simpsons of Piccadilly
Main article: Simpsons of Piccadilly

Simeon Simpson's son Alexander Simpson founded

leukaemia aged just 34.[6]
: 37 

Simpsons continued to trade in the Simpsons Piccadilly building for several decades more, helping officers and civilians during

Waterstone's and is now their flagship store.[14]

Royal warrants and house check

HRH The Duke of Edinburgh visited the company's factory at Strutherhill in Larkhall, Scotland (now demolished) in recognition of its role in exporting goods worldwide.[6]
: 75 

Larkhall was built in 1948 to Simpson's specifications and was opened by

HRH The Prince of Wales
granted the company with royal warrants in 1962 and 1982 respectively.

The company developed a house check in 1976 by Johnny Mengers, the Group managing director of the time and last family chairman.[16]

See also

References

  1. ^ (in Japanese) DAKS Archived 22 September 2020 at the Wayback Machine sankyoseiko.co.jp
  2. ^ a b c "Our History". DAKS. Retrieved 30 January 2024.
  3. ^ "Recent Decisions in Trademark Cases in the United Kingdom". The Trademark Reporter. 52 (10): 1081. October 1962.
  4. ^ Havinden, Ashley (1955). "The Importance of 'Company Handwriting'". The Penrose Annual. 49: 52.
  5. ISBN 9781845200862
    .
  6. ^
    ISBN 1-899163-158
    .
  7. ^ Green, Jonathon. "daks, n." Green’s Dictionary of Slang. Retrieved 30 January 2024.
  8. ^ a b "The Story". December 2012. Archived from the original on 17 February 2013. Retrieved 27 December 2012.
  9. ^ "DAKS - Fashion Brand | Brands | the FMD".
  10. ^ "The Story". Daks.com. Archived from the original on 17 February 2013. Retrieved 27 December 2012.
  11. ^ "Laszlo Moholy-Nagy". Bauhaus-Online. 28 November 2012. Archived from the original on 20 April 2016. Retrieved 27 December 2012. Retrieved 27 December 2012
  12. ^ DAKS website – history Archived 1 May 2012 at the Wayback Machine Retrieved 27 December 2012
  13. ^ "Checking out London's new Daks store". October 2012. Archived from the original on 12 October 2012. Retrieved 27 December 2012. Retrieved 27 December 2012
  14. ^ "Real 'Grace Bros' Store Closes". BBC. 1 February 1999. Retrieved 27 December 2012
  15. ^ a b Number 10. Retrieved 27 December 2012
  16. ^ Telegraph. Retrieved 27 December 2012

External links

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