Knitwear specialist Lyle & Scott has resurfaced as one of the coolest brands on the young fashion circuit. After a 1980s heyday the 130-year-old, Hawick-born brand slipped off the radar.
It lay dormant just long enough for the current crop of kids to be impressed when it turned up on rock bands such as Kasabian and a string of TV presenters.
“It’s taken two or three years of seeking the next generation,” says managing director Derrick Campbell, whose strategy has paid off with 30% growth year-on-year in 2007. This meant he embarked on 2008 with “great optimism”, which has been satisfied with “amazing sell-throughs” and justified the brand’s creeping expansion into other product areas such as polos, outerwear and accessories.
But it has not just been about the product placement. “The slim fit is just right”, says one indie retailer, who adds that he cannot order product quickly enough to fill the rails.