Pringle of Scotland was one of the first brands ever to introduce knitwear as outerwear in the early 1900s. Today, the luxury knitwear label have matched their Autumn/Winter 2011 menswear collection with the similarly pioneering lens of legendary photographer Walter Pfeiffer. Disarmingly classic with a touch of the raw, Pfeiffer’s lens was a perfect fit, yielding the fashion film below. Featuring a trio of young men skating and sledding in—and stripping out of—Pringle’s signature knitwear, the video proves that a seasonal sweater can be sensible and seductive.

KEYWORDS: AW11, Pringle of Scotland, Walter Pfeiffer