A Fashion Remake for Pringle

Pringle becomes the latest brand with a somewhat dusty reputation to try and seek a piece of the luxury brands pie.  The strategy is to make the 190-year old Pringle name seem fashionable without losing its main selling point of intrinsic Scottishness.  Their cashmere sweaters are woven not knitted for a more seamless sheer look and they are incorporating newer materials such as rabbit skin.  Pringle is taking their line to Milan Fashion week, presenting a look they refer to as having a "savage glamour."    Pringle will keeps its mainstays such as the lion logo and argyle that they are known for but hopes to attract a new, younger audience of luxury consumers in the same way that Burberry has. 

[via Agenda, Inc.]