www.hebevents.com 20 / 21 EVENTS SECTION ONE

Frank Moir, the former president Triumph for Harris Tweed as style and present membership secretary of the St Andrews Society of Toronto is goes global with movie display kitted out with a new jacket by Special report by Katie It’s a similar story in Canada, where Harris Mark Hogarth Tweed Hebrides recently secured a deal with and Colin Macleod in New York Canada Goose, a brand known for their stylish McAllister fashion show, a CIA agent and outdoor-wear. “Canada used to be a huge market AAmerican adoration: April was an for Harris Tweed but it fell off a cliff in the 1980s eventful month for Harris Tweed Hebrides, and has never come back. Our best recent collaboration has been with the Canada Goose HTH Creative Director as the Shawbost-based company launched a new North American marketing strategy company and we hope this can be repeated,” Mark Hogarth is reveals Brian. “It was cold enough in New York seen with 11-year- with high-profi le events in New York and before the weather changed but it was absolutely old Ruaridh McDonald Toronto. from Aviemore, the freezing in Toronto, even in early April. So there Central to this strategy is new social media youngest star of The should still be a market in Canada for that reason website, Need For Tweed. Created in cooperation Kist which is Fiona alone! We have a lot to follow up on.” Kennedy's live music, with New York-based advertising agency Leo Present at the Toronto Need For Tweed event stage production Burnett, it was the launch of the Tumblr site were guests from the media and fashion world directed by award that the Harris Tweed Hebrides events aimed to as well as interior designers and TV presenters, winning actor and emphasise. Colin McAllister and Justin Ryan. The two Scots Director John Bett The one that really set the press abuzz was the – both fans of Harris Tweed for personal and and featuring an lunch where CIA Agent Tony Mendez – played by interior use - made their name on daytime TV outstanding cast. Ben Affl eck in the Oscar-winning movie Argo – in the UK before crossing the pond to Canada, Songs range from was guest of honour. Hosted at the Wyeth Hotel where they now host their own show on popular upbeat ancient tribal in the hip Williamsburg area of Brooklyn, the home design channel, HGTV. chants to modern ones by Paulo Nutini and KT event on April 8th saw Mendez presented with Back in Manhattan, Colin and Justin proved Tunstall. a new Harris Tweed jacket as recognition for his their preference for Scottish textiles by walking the contribution to the reputation of the brand. runway at From Scotland With Love, the annual Thanks to Mendez, Harris Tweed has reached charity fashion show held during the city’s Tartan Oscar-worthy status. In Argo, which won Best Week celebrations. Harris Tweed Hebrides were Film at this year’s Academy Awards, Ben Affl eck also there to make their mark, alongside designs is seen wearing a grey Harris Tweed jacket during from the likes of Vivienne Westwood, Judy R the covert CIA operation in Tehran – an accurate Clark and Obscure Couture. imitation of his real-life counterpart. Billed as “the biggest and most prestigious Mendez revealed in a recent interview with the Scottish fashion show in the world”, this year’s Guardian that he was not the only CIA fan of the affair merged Scottish, American and Asian Harris Tweed jacket. “That was our uniform,” he infl uences. As part of a pivot to the Pacifi c due to told Washington correspondent Ewen MacAskill, the region’s economic growth, this year’s theme describing the outfi t favoured by the undercover was ‘Scottish Lion Meets The Asian Dragon’ - a Americans who worked against the Soviet Union fi tting formula for a Scottish company with a large during the Cold War. Asian client base, now embarking on an American advertising push. “Tony and his wife Jonna turned out to be delightful guests with a genuine enthusiasm The Asian edge was apparent in the judges’ for Harris Tweed,” says Harris Tweed Hebrides attire, the models on the runway, and the elegant Chairman Brian Wilson, who was in New York outfi ts on display. Harris Tweed Hebrides, however, stole the show with their extravagant Scots abroad … TV for the festivities. The new blazer will join the entrance. After the male models in Harris home design stars four already hanging in Mendez’s wardrobe – Tweed coats had strutted down the runway, they Colin McAllister, one being the very same grey herring-bone he left, and Justin wore in Iran all those years ago. It was clearly a revealed t-shirts stamped with ‘I love Scotland’; Ryan right, with favourite, as the lining is so worn by use that the t-shirts that were soon ripped off to reveal bare Mark Hogarth at the weaver’s number on the label is now illegible. chests emblazoned with Eastern-inspired dragon tattoos. Harris Tweed event These links between Mendez, Harris Tweed in Toronto and an Oscar-winning movie made for an “The clothes are presented in a jovial context even more exciting marketing move for Need so it is best to make an impact at that level,” says For Tweed in Manhattan. The site itself is Mark, who was the mastermind behind the Harris aesthetically appealing, featuring photos of Harris Tweed Hebrides segment. Mark himself certainly Tweed designs and classic ads of the Clo Mor. made an impact - not unlike last year, when he “Everything looks better in Tweed” says the site’s pulled off a pose with a Tunnocks Caramel Wafer. front page, a theme that runs throughout the Clad in a grey Glen Isla-Ogilvie Harris Tweed posts of the products, featuring everything from kilt outfi t, Mark danced down the runway, on Canada Goose Tweed earphones (“Music sounds better in Harris his knees as well as his feet, entertaining the and Harris onlookers and kissing the hosts on his way out. Tweed Tweed”) to scarves (“your neck looks better in Harris Tweed”). No-one was going to forget him – or Harris Tweed – in a hurry. “For me that was the obvious and As Brian explains, “it is hoped it will become less embarrassing thing to do,” he admits. “If you a major tool in promoting the fabric, particularly develop a persona then it is easier to do these Woven by Hand in the Outer Hebrides of Scotland in North America, by sharing information about things.” current use of Harris Tweed as well as vintage material about its rich American heritage.” “Harris Tweed is beginning to re-establish itself Creative Director Mark Hogarth adds that the site in The North American market,” Mark continues. Harris Tweed Hebrides manufacture the finest range of traditional and contemporary cloth. is already seeing internet success. “It is a very “We try to make an impact at two levels. Firstly we slick presentation of Harris Tweed and is gaining try to access designers and brands, secondly we To view our collection including garments, accessories and interiors visit us in store or on-line. a big following from within the Tumblr community try to get into the consciousness of the consumer and across online media.” and it is here where the 'From Scotland with Love' Harris Tweed Hebrides show and press features are important.” Vintage look The announcement and launch of Need For 25 North Beach Street, Stornoway … the DJ at Tweed tied in neatly with the news that Harris With Need For Tweed, the company is the Highland Isle of Lewis, HS1 2XQ Tweed Hebrides is making a comeback in the On the catwalk… interacting directly with consumers at all levels, Heart event in the offi cial mainstream American market. “It’s a big step providing a platform where fans can fi nd all the +44(0)1851 700046 New York in a Scottish-Chinese forward,” says Brian of the company’s biggest latest Harris Tweed fashion and design from [email protected] 1950s Harris tartan across the globe. The site’s tagline was ringing American order to date, placed by an undisclosed Tweed jacket Picture: true across America last month: from CIA Agents www.harristweedhebrides.com U.S. store. “The high end deals generate interest, Katie Macleod to male models and Creative Directors, everything and this cascades down to the high street.” Or looks better in Harris Tweed! main street, as the Americans prefer to call it.