A RELATIONSHIP WITH TENNIS

Within the DAKS history, sport has always played a major part. And in homage to this year’s Wimbledon Championships, we take a look back at our strong history within the world of tennis. 


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THE FAMOUS SLACKS

Created in 1934, the DAKS self-supporting trousers revolutionised fashion. They featured an adjustable waistband, eliminating the need for belts and braces, and small rubber pads sewn into the waistband to hold the shirt in place.


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A SPECIAL WINDOW

Window displays have always and continue to be a central part of the DAKS brand, starting with the introduction of the concave windows in the DAKS Simpson Piccadilly store, which meant that customers would focus on the product and not their reflections. Over the years, we have won many awards for the innovative ideas and great displays.


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63 YEARS OF HISTORY

In 1936 the ‘DAKS Simpson Piccadilly’ store was opened, and became the home of the DAKS brand until it unfortunately closed its doors in 1999. Designed by the architect Joseph Emberton, the building was constructed on a steel framework from the basement level to the 7th floor.