Why is the US such an important market for your brand?
The US has a long love affair with the finest Scottish cashmeres and woollens. Our new, hugely contemporary collection, developed under our Creative Director, Alan Scott, brings this love affair into the modern age. Our business in the US has grown 40% in the last year and we see huge opportunity to develop it further.
What are you hoping to achieve by participating in the Walpole Trade Delegation?
We are looking to continue to raise awareness of what we are doing as a brand. We are bringing the very best contemporary Scottish cashmere to show the US the amazingly beautiful pieces created by our craftspeople.
What will you be showcasing during the trip?
Every piece we will bring is made in our own mills in Scotland. We purchase our own fibre and every stage of the manufacturing process is carried out in-house to ensure the very highest standards, and the versatility of our mills give us unrivalled breadth of product offering. We will be showcasing a sample of our products, which includes accessories, knitwear and clothing, with the whole offer beautifully brought together by our Creative Director, Alan Scott, to create a complete, harmonious, lifestyle collection.
What is the one thing you’d like the US customer to know about your brand?
Johnstons of Elgin are the ultimate in authenticity in cashmere. We first imported cashmere into Scotland in 1851, being the first company to mechanically dehair cashmere a few years later (several decades before any other company was able to do so). Since then we have continued to innovate and push the boundaries of what can be achieved in cashmere and fine wool. That spirit of innovation is as true of our collections today as it was then.
www.johnstonsofelgin.com
