Jaeger was established in 1883 by Lewis Tomalin, a London businessman who believed in the health benefits of wearing only animal fiber clothing as advocated by a German doctor, Gustav Jaeger. Tomalin acquired the rights to Jaeger’s name and imported clothing from Germany. After five years, he began manufacturing the clothing in Britain.
In the late 1920s, Jaeger changed their focus from health to fashion, and completely updated their image. They began to make and sell co-ordinated ensembles that could be mixed and matched.
Jaeger continued to make clothing exclusively from wool until 1953, when they used other fabrics for the first time. Jean Muir worked at Jaeger from 1956 to 1961.
In the 1990s, Jaeger seemed to be losing ground to labels with a more hip image. Designer Bella Freud was brought in to update Jaeger’s look. Today, Stuart Stockdale is the Jaeger design director.
*Tidbit: The multi-line Jaeger logo was developed in 1935.
Written by Lizzie Bramlett, fuzzylizzie.com and Leonardo da Vintage