Pringle of Scotland may may be putting on its runway shows in Milan these days, but the iconic knitwear brand (it was founded during the industrial revolution almost 200 years ago, when textiles first became big business in the U.K.) is staying true to its Highland roots. Kind of. The short film by Glascow-based fine artist David Shrigley, which Pringle commissioned and screened at the start of its show a few days ago, is anything but old fashion. Yes, there are bagpipes, rolling green hills, and lots of rain, but the sardonic tone of the narration and animation is completely in keeping with the way Pringle has brought the lowly woolen sweater to the forefront of fashion. And believe it or not, this clip may be considered NSFW—the anatomically exaggerated underbits of the wool-producing goats will certainly give you a good laugh.

www.pringlescotland.com

KEYWORDS: film, PRINGLE, video

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