I’m completely fascinated by the Utilikilt. Besides being quite comfortable (I own three), I’m less interested in their fashion-forward appeal and rugged, everyday riff on traditional Scottish garb, than I am in how these male un-bifurcated garments have become a growing social phenomenon, inspiring debate, creating a common symbolism among its wearers, and who’s growth has been primarily promoted through their rabid fan base (Note: You will not find a picture of me in a Utilikilt anywhere on this site, so you can stop looking now).
The Seattle-based Utilikilt Company, and its “alternatives to trousers”, is a unique study in product innovation and customer loyalty. Men’s skirts, despite their association with Mel Gibson’s Braveheart, would not be considered innovative nor widely accepted in today’s fashion world. Commonly found at traditional wedding ceremonies or Highland Games, Steven Villegas and Megan Haas have successfully re-invented the traditional dress of Scottish men and boys, and introduced a functional piece of apparel with a cult following.
Through a blend of cultural cool and blue-collar machismo, Utilikilts have taken something old, and made it new again. They’ve built a community of loyal fans (not just customers), and they have found success promoting the traditional as alternative.
I admit, I love my Utilikilts. Nothing beats “the breeze between the knees”. Sporting my camouflage Original, Workmans, or Survivalist, I wonder about other examples of re-engineered products where “form follows function”. Do these examples also have cult followings, or do customers predominate? What does it take to build or modify an original for the next generation of users?
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You know, I haven’t been in communication with you in going on ten years now, and I happened across this blog tonight. I wasn’t at all surprised to see the web marketing focus, but I am delighted to see an article thrown in the mix showing that business Merlyn is still locked in mortal combat with fun Merlyn for our man’s soul! Fight the good fight, fun Merlyn!
Neal, great to hear from you. Shoot me an email (merlyn@merlyngordon.com), or connect with me on Facebook (http://www.facebook.com/merlyn.gordon). I’d love to hear what you’re up to these days.