On the 15th of September, 2014, high-street mega brand, Primark announced a menswear collaboration with revered heritage brand, Harris Tweed. With each yarn being handwoven in the Hebrides, Scotland, from pure virgin wool no less, it seems utterly baffling combination that HT has teamed up with the brand that reinvented the term "fast-fashion."
With Harris Tweed blazers typically retailing at around the £200.00 mark, Primark plans to bring luxury to the masses with their genuine HT blazers retailing at just £85. Perhaps a mark of current credit-crunching times, this move seems counter-intuitive given only in 2008, former chairman of the Harris Tweed Authority Board voiced his concerns in an interview with national paper, the Telegraph that the HT industry was becoming quickly unstable due to tweed fabric selling at "Primark prices."
|What are your thoughts on the Primark x Harris Tweed collaboration? Image courtesy: Primark.com|
It's certainly not the first time we've seen high-street brands team up with high-end manufacturers and designers, but one has to wonder with the budget-friendly stigma attached to Primark, by engaging with the brand, could Harris Tweed be potentially damaging the historic fabric further? A change in the HT marketing strategy and target audience is certainly unexpected. Will the customer-base of a brand built on selling bargains really achieve target sales of £85 a piece? (Primark) Or is this indeed the beginning of a revolution, where the public base are trading in quantity for quality? Who knows? Only time will tell.
With prices beginning at just £30 and being sold in selected stores across the UK, we're holding out judgement until the end of the season. Watch this space.
What are your thoughts on the Primark x Harris Tweed collaboration? We want to hear from you!
Live by the catwalk, die by the donut.