Jaeger's writings about the value of wearing animal fibres next to the skin rather than cotton had attracted fans including George Bernard Shaw.

[6] Jaeger began creating wool suits, and by the start of World War I it had cut its associations with Germany and become a British brand.

[7] The company's flagship store opened on Regent Street in the 1930s and attracted a solid clientele who wanted British-made garments at prices that were not as high as Savile Row or the high-end couture brands.

[12][13] During the 1960s Jaeger clothes were modelled by Jean Shrimpton and photographed by David Bailey, giving it credibility with a younger audience.

[7] It has also been suggested that the influx of European brands perceived as more fashionable during the 1980s, including MaxMara and Escada, contributed to its dwindling customer base.

[16] There was a refocusing of the brand under the direction of design director Jeanette Todd and with some success, including picking up a British Fashion Award in 1996, but this was followed by a period of management turmoil.

The company hired Bella Freud to update its image and she introduced designs inspired by its 1930s and '40s styles, along with a mini skirt, bomber jacket and Jaeger little black dress.

[3] In May 2017, it was understood that Edinburgh Woollen Mill had bought the Jaeger brand and debt (but not the main company, or secured the future of its 700 staff or payments to its suppliers) from its former owner, Better Capital.