pringle of scotland debuts the first interactive knitwear customizing experience showcasing the iconic scottish cashmere twinset and argyle styles
pringle of scotland is the iconic brand founded in 1815 at the birthplace of the scottish knitwear industry. from the beginning, it became one of the first luxury knitwear manufacturers in the world, having expanded throughout europe, the us and asia during the 19th and 20th centuries.
to celebrate the brand’s bicentennial, signature innovations such as the creation of the twinset, the signature argyle pattern and the introduction of knitwear as outerwear are set to be given a dedicated digital platform.
the deconstructed program is an interactive platform offering the iconic signature made in scotland knitwear styles. each style is fully customizable in terms of selecting a variety of knitted patterns, colours and shapes to create an individual style. an unprec- edented level of personalisation features the option to monogram each style, select logo placement and colour menus for each component such as trims and sleeves.
‘we are thrilled to be showcasing scottish cashmere and manufacturing with the decon- structed program. it is a fantastic showcase for our partners delivering unique scottish cashmere styles within just six weeks’, says head of design massimo nicosia.
classic knitwear styles and a large menu of personal design options further underline the luxury heritage positioning of the brand. the program will be previewed in march 2015 and launch globally in may this year. as part of the 200 years anniversary cele- brations, the deconstructed program will roll out in the form of partner websites and electronic kiosks with select partner stores worldwide.
the deconstructed program is positioned as a new distributon channel and will continue to promote scottish cashmere beyond the anniversary year.
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