Jaeger is a London based high end fashion label founded by Lewis Tomalin, who named his clothing brand after zoologist and physiologist named Dr Gustav Jaeger, who massively championed the use of animal fibres in clothing as opposed to vegetable fibres. Tomalin opened the first Jaeger store in 1884, although it was originally called 'Dr Jaeger's Sanitary Woollen System' before being shortened to 'Jaeger' some time later.
Although not a couture brand, Jaeger is classed as 'upwards in pricing' meaning that it is of higher quality and price than typical high street brands, without the designer price tag. The brand has always been associated with chic silhouettes and smart clothing for men and women. So much so, that it became known as 'old fashioned', with the masses believing Jaeger stocked wares for the middle aged, middle class crowd.
However this all changed in the early 2000s, when Belinda Earl was named CEO and made some real changes. Earl appointed Stuart Stockdale as Design Director for Jaeger and the company has never looked back. Jaeger's designs are now seen as classic with a chic twist, with a whole younger generation of devoted fans won over by the changes. Jaeger's rebrand has been deemed a success, and likened to the rebrands of Burberry and Pringle of Scotland's.
Jaeger has also benefited from a rise in demand for the timeless, modest yet fashionable look, as seen on Kate Middleton.
Look to Jaeger for beautifully cut overcoats, demure shift dresses, quality cobbled handbags and shoes, as well as formal and casual men's wear. All pieces available in on-trend colourways, with the added benefit of never going out of style.