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Press Release - Sunday 25 July 2004

Kilt2 reinvents the kilt for assault on world of male fashion

A Scottish company has launched Kilt2 (www.kilt2.com) a stunning new designer kilt brand that means to break the kilt out from its traditional origins. Kilt2 aims to conquer the growing menswear market niche for fashion-setters seeking more inventive ways to express their individuality.

The tartan2 collection with which Kilt2 launches its assault on the international fashion world is a radical reinterpretation of the materials of which the kilt is traditionally made. But tartan2 is just the first of a series of bold moves planned. Kilt2's marketing strategy aims to develop the kilt from its local stronghold to revolutionise men's clothing options.

The company's exclusive marketing studies have revealed a massive opportunity. A trend is fast emerging amongst fashion leaders in Europe, America, and Asia revealing a need to be freed from the fashion straightjacket of trousers, without compromising a distinctively masculine look. The kilt is by far the most internationally recognised alternative with strongly masculine associations. All it has been waiting for is to be re-invented to appeal to the next generation.

Already celebrities like Vin Diesel, Samuel L Jackson, Kiefer Sutherland, Robbie Williams, Taye Diggs, David Byrne, and Axl Rose have wowed fans by choosing far more ordinary kilt designs. Kilt2's mission is to show the high fashion world that they've not seen nothing yet! "Our new tartan2 collection is just the blueprint for a whole new development in men's fashion. This trend has legs for years to come!"

Kilt2 research also showed that one thing putting men off from committing to a kilt has been uncertainty about how to wear and accessorise the garment to achieve a really stunning and contemporary effect. Company founder Adele says "We've set out from the start to create not just an incredible garment but a whole look including our own range of accessory clothing within the same collection. This both gives clients ideas for ways to wear it themselves, and some superb outfits if you want the full impact."

Adele Telford and Nick Fiddes, Kilt2's founders, know the market into which the brand is launching well. Their other company from which Kilt2 has sprung, Scotweb, pioneered the selling of kilts online before most people had heard of the worldwide web, and has sold thousands of Highland Dress garments mostly on the Internet in the last 10 years.

The company is prepared for disapproval from a few traditionalists. "We always expected a few of the established companies not to like what we're doing. But the thing for us is that we are in no way disrespecting Scottish traditions. In fact we're all incredibly proud of our Scottish heritage, which is what lets us do this. We're saying let's shout from the rooftops about how awesomely great this garment is, and show the world that it's the coolest thing to be seen in. That can only be a good thing for Scottish standing in the world."

"The vast majority of feedback we've had about our designs so far has been fantastic. Everyone seems to love them and are really excited about what we're doing. But in the end the response that matters is what people in New York and Tokyo are saying. And here again our focus research is incredibly promising."

The Kilt2 team of ten full-time staff includes graduates in fashion, interior design, graphic design, computing, anthropology, and medicine. But whatever their background the passion they share is to awaken the wider world to the aesthetic, practical, and sheer damn sexual irresistibility of the kilt for every man in the world. "We've long enjoyed how every head turns for all the right reasons. It's time to share."

A Press Photo Call with models will be held from 10am to 12 noon on Wednesday 28 July at the Malmaison Hotel, Edinburgh. Please contact Kilt2 on +44 (131) 447 8884 for details and to reserve a slot.

END