Daks’s history started after Simeon Simpson founded a custom tailor ship ‘House of Simpson’ in the Middlesex Street of London in 1894. It has become the byword of style and dignity, recognized as the representative brand that shows the traditional look of England. Daks, which is represented by Housecheck that was brought in 1976, which is professionally, fine tailored and accessories for men and women. It is currently sold in 2000 stores around 30 countries. Especially, it is showing superiority in its brand awareness and sales in East Asia including Japan, Korea, and China with its successful licensing. In order to renovate its Fashion-forward house image, it presented a luxury line as well as its original signature line. Giles Deacon, who was awarded the English designer of the year award in 2006, showed a modern and sensual collection based on Daks’s tradition after taking in charge of 3 seasons from ’07 A/W. Moreover, it is receiving positive reactions with the fresh collection that reinterpreted the 116years heritage in the London Fashion Week that they first participated in February of 2010. Also, they launched a sports line in commemoration of the 2012 London Olympics.