Case Study

Harris Tweed (the world’s original tweed fabric) needed to re-connect its authentic heritage with a new generation of fashion culture in America. Meanwhile, the film ‘Argo’ had just been released - In the film, Agent Tony Mendez wears a Harris Tweed jacket. It was discovered that the real Agent Mendez still had the same jacket he wore during the ‘Argo’ mission in 1979. So in 2013, to launch the new site we gave Agent Mendez a new Harris Tweed jacket at an underground event in New York and used the PR momentum to launch a new destination for tweed culture called ‘NeedForTweed.com’.

"CIA agents look better in Harris Tweed: how Argo revived a Scottish classic"

- the guardian

Photography Richard Ballard

 

needfortweed.com

Site developed & designed with Hello Monday New York

 
NFT_HOME2_o.jpg

Results

  • Sales at highest point in 17 years with over 1 million meters of tweed sold in 2013

  • Connected Harris Tweed’s to a new generation of fashion culture in America

  • NeedForTweed.com has become the modern home for all brands using tweed

  • International press - re-igniting the trend for tweed