DAKS

BRAND CONCEPT

DAKS is a British fashion brand that was established in 1894. As a traditional and trusted brand, DAKS was designated a purveyor to the royal family in England. It was granted a Royal Warrant from the Duke of Edinburgh in 1956, from Queen Elizabeth II in 1962, and from Prince Charles in 1982. Even after the Duke of Edinburgh’s passing, DAKS is permitted to use two coats of arms.
The Royal Warrant guarantees a DAKS philosophy of seeking perfection, a DAKS principle of high quality and fair prices, a DAKS spirit of uniqueness so products are distinguished as belonging to the brand at a single glance, and a DAKS policy of quality first passed down since the brand’s founding.
The House Check that symbolizes DAKS has been developed into various fashion items, and many products such as jackets, slacks, coats, shirts, shoes, bags, small articles, and accessories have been delivered to people all over the world.