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Are Kilts Pan Breed?

I would consider myself an entrepreneur. I'm always looking for the next opportunity, a way to expand my business (empire) and additional income streams, although sometimes I surprise myself by missing things that are glaringly obvious.

Turns out weddings are a big deal, and the market is pretty big (huge) If you can do it well, winning in the wedding market could prove highly lucrative (who'd have thought?! Not I it would seem!)

Anyway, recently I've been getting a lot of business from gentlemen getting married...who don't want to wear a kilt. There seems to be a view that kilts are maybe a wee bit dated, maybe not quite worth the money, and maybe don't have the same versatility as a suit. Recently, I would say every third customer we have is looking for a suit for either his own wedding, or to wear to someone else's. I think that the reason ten30 is ideal for this, is that we can design something that looks unique, fits perfectly, is contemporary and above all, delivered with impeccable service.  But what's wrong with kilts? And why is the modern discerning gentleman shunning it?

I think the hire industry has a lot to answer for in this new kilt bashing culture. My few experiences of kilt hire probably echos my father's and his father's before him. In my opinion kilt hire shops are a bit dated and a bit tired.  They feel like what I image Scotland in the 70s was like; complete with stories of Archie Gemmill, Holland and what could have been . Not the contemporary luxury experience a gentleman getting married should be receiving. They seem to be oblivious to a changing consumer attitude and expectation, only fulfilling the basic requirements. Bridal boutiques welcome brides-to-be with champagne and chocolates, dote on them in luxurious surroundings, with subtle relaxing strings in the background. What do the grooms get? A pint of patronisation to a soundtrack of Clyde One travel updates.    

It's clear to everyone that menswear is enjoying a real renaissance, and men are becoming increasingly particular about clothing, for all occasions. Gents are interested in their clothes, in the fit, the fabric, the details and the provenance. The idea of one size fits all has never been accepted in womanswear, and it's beginning to be questioned more and more in menswear. For some of us, no matter how many 300 workouts we attempt, we will never look like Gerry Butler. Some of us have shoulders that were made for tossing salads, not cabers, and the only pecs we have are the gregories on our face. Then there is another demographic of males, who have carefully sculpted their body over time, routinely exercising their vocal cords in armchair football management, on a staple diet of rolls and sausage and pints of Bellhaven.  The point is, no 2 people are the same, and as we become ever more aware of that, we become ever less tolerable of clothes that don't fit. Times have changed; "regular" sleeves are too long, shoulders are too wide and too high, that wool blend has too much blend and it's too hot, these things used to be ignored, but they're not anymore. 

So is the kilt outfit pan breed? Is the problem with the kilt or the experience of getting the kilt? Are kilt hire shops stuck in the 70s? What do you think? 

Alan Moore3 Comments