Jaeger, a stalwart of British fashion, has been a beacon of classic style and quality since its inception in 1884. Established by Lewis Tomalin as ‘Dr Jaeger’s Sanitary Woollen System Co Ltd,’ the brand capitalized on the popularity of wool-jersey long johns, which were based on the theories of German scientist Dr Gustav Jaeger. Jaeger’s advocacy for the benefits of wearing animal fibers next to the skin gained a devoted following, including notable figures like George Bernard Shaw. The brand’s early focus on woollen undergarments made it a go-to choice for explorers such as Ernest Shackleton, and it earned its first Royal Warrant by 1910.

Over the decades, Jaeger transitioned from producing practical woollen undergarments to becoming a key player in British fashion. By World War I, it had distanced itself from its German roots and rebranded as a distinctly British entity, supplying long johns to British and Commonwealth troops. The 1920s marked Jaeger’s pivot towards fashion, leading to the opening of its flagship store on Regent Street in the 1930s. Jaeger’s commitment to high-quality natural fibers, including camel hair, cashmere, angora, and alpaca, set it apart from its competitors and garnered a loyal clientele seeking British-made garments at accessible prices. The brand’s reputation was further solidified in the 1950s when icons like Audrey Hepburn and Marilyn Monroe donned Jaeger’s stylish offerings.

The 1960s ushered in a new era for Jaeger, attracting a younger clientele thanks to the efforts of Jean Muir and the brand’s inclusion in contemporary fashion photography. Despite facing challenges in the following decades, including stiff competition from European brands and a shifting fashion landscape, Jaeger has continually adapted. The brand experienced a resurgence under various leaderships and design directions, culminating in its acquisition by Marks & Spencer in 2021. This rich history, marked by evolution and resilience, underscores Jaeger’s enduring legacy in the world of fashion.

70s Jaeger Commercial

How to tell if Jaeger is vintage from the logo

Jaeger has a long history of stylish and high-quality clothing, with its logo evolving over the decades to reflect changes in fashion and branding trends. The distinct logos from different eras can help identify vintage Jaeger items. Below is a guide to the Jaeger logos from the 1930s to the present, highlighting key changes that can aid in dating your Jaeger piece.

1930s to 2000s Jaeger logo

• The early Jaeger logo features a distinctive hand-drawn appearance with a textured, sketch-like quality.
• This logo showcases a more artistic and organic feel, indicative of its time.
• The letters are individually stylized with varying line thicknesses, giving each character a unique look.

2000s to now Jaeger logo

• The modern Jaeger logo adopts a clean, bold, and more uniform design.
• The font is blocky and capitalized, providing a straightforward and contemporary look.
• This logo reflects a shift towards simplicity and clarity, aligning with modern branding trends.

How to tell if Jaeger is vintage from the tags

The evolution of Jaeger tags reflects the brand’s rich history and changes in fashion trends over the decades. Recognizing these tags can help identify the era a Jaeger garment is from, providing insights into its vintage status. Here is a guide to Jaeger tags from different decades, focusing on key features and designs.

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1970s vintage Jaeger tags

• Often features the brand’s name in a unique, stylized font.
• Tags typically include “Made in Great Britain.”
• Material and size information may be printed on separate tags.

1980s vintage Jaeger tags

• Includes the brand’s name in a bold, clear font.
• Commonly features “Paris London New York” under the brand name.
• Tags frequently state “Made in Great Britain.”
• Material composition and care instructions often included.

1990s vintage Jaeger tags

• Brand name displayed in a simple, elegant font.
• Includes “London” prominently, sometimes with additional location names.
• Materials and manufacturing location indicated, e.g., “Made in Italy.”
• Care instructions and size information usually present.

2000s vintage Jaeger tags

• Modern, minimalist design with a focus on the brand name.
• Tags often have a darker background with white or contrasting text.
• Manufacturing information such as “Made in Lithuania” included.
• Size information typically on a separate, smaller tag.

2010s vintage Jaeger tags

• Contemporary design with the classic Jaeger logo.
• Variety of colors and materials used for the tags.
• Detailed care instructions and size information included.
• Sometimes includes the tagline “Tailored” or specific collection names.