Jaeger

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. The company went into receivership in 2017 with retailer Marks & Spencer acquiring the brand in January 2021.

*Tidbit: The multi-line Jaeger logo was developed in 1935.

Written by RetroRuthUK

See vintage Jaeger from VFG members on Etsy (paid link)

from an early 1900 health blanket

Courtesy of poppysvintageclothing

from a 1920s waist coat

Courtesy of CircaVintage

from a 1920s pair of wool cullotes

Courtesy of tickeryboo

from a 1960s dress

Courtesy of kittycatsilver

from a 1960s lurex dress

Courtesy of vintage-voyager.com

from a 1960s scarf

Courtesy of vintage-voyager.com

from a 1970s sweater/cardigan

Courtesy of homecomforts

from a 1970s sweater

Courtesy of Ranch Queen Vintage

from a 1970s skirt suit

Courtesy of RetroRuth UK

from a 1970s skirt suit

Courtesy of RetroRuthUK

from a 1970s skirt

Courtesy of RetroRuth UK

from a 1980s two piece dress

Courtesy of bartondoll

from a 1980s men’s jacket

Courtesy of RetroRuth UK

from a 1980s sweater

Courtesy of sues*stuff

from a late 1980s dress

Courtesy of bartondoll

from a 1980s blouse

Courtesy of rockvintagesoul

from a 1980s/1990s womens jacket

Courtesy of Mimi58

from a 2000s jacket

Courtesy of CatwalkCreativeVintage