In 1894 Simeon Simpson set up as a bespoke tailor in the city of London, making high quality clothing for some of the best clothiers in London. His aim was to make clothes with natural lines that were smart,  distinctive and at the same time comfortable. He soon earned a reputation for quality tailoring, and his business expanded rapidly between 1900 and 1920. In 1934 Alec Simpson made tailoring history by introducing self-supporting trousers, with a patented waistband called DAKS TOP. The brand name DAKS was chosen as it has overtones of "DAd" and "slacKS".

The trousers soon became incorporated into suits, which in turn became
known as DAKS suits. Also at this time, a womenswear range was produced. The collection was well received and enjoyed great success.

DAKS was granted the Royal Warrant of Appointment for HRH The Prince Philip, Duke of Edinburgh in 1956, for Her Majesty The Queen in 1962, and for HRH The Prince of Wales in 1982. In 1976, DAKS introduced its own Housecheck, which was to become the international symbol of DAKS, featured throughout its clothing and accessory ranges.

In cooperation with excellent partners, DAKS is expanding its items from menswear and womenswear to hats, ties, scarves, knitwear, luggage, small leather goods, and shoes.