LONDON — Pringle of Scotland is raising its profile with a return to the Milan men’s runways in January and a pair of retail collaborations centered on the twinset.

This story first appeared in the December 4, 2009 issue of WWD. Subscribe Today.

The London-based brand will show its fall collection at Circolo Filologico Milanese, near La Scala, and the show will kick off with a short animated film by the Scottish artist David Shrigley.

Shrigley, known for his naïf, colorful cartoons, has created window displays for Pringle and designed posters inspired by the twinset that went on display during London Fashion Week.

His three-and-a-half minute film is narrated by an outspoken Scottish granny character who loves handmade knits and loathes skinny models. Shrigley has also designed an argyle men’s sweater for the brand with a special label that says “Annoying.” All proceeds from the sale of the sweater will go to Transmission Gallery in Glasgow, a meeting place, exhibition space and educational center for artists.

A spokesman said the brand is keen on collaborations and giving creative people outside the company a chance to express the spirit of Pringle. “We don’t want to bore our customers with a singular point of view,” he said.

To wit, Pringle is collaborating with Colette’s creative director Sarah Lerfel, who has designed a Pop Art-inspired twinset for the brand. Colette has also picked up the collection for spring. Carla Sozzani of 10 Corso Como is collaborating with Pringle designer Claire Waight Keller on a twinset with brooches that are custom-made by the Italian store.

All proceeds from those sales will go to a London cultural institution, the name of which will be revealed later this month.

The spokesman added Pringle will continue to show its women’s collection in London; the brand had returned to London from Milan in September for the 25th anniversary of London Fashion Week.

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