...and to follow up that thought...

From a marketing standpoint, this is where Mr. Nicholsby might consider his list of celebrity clients (or getting a list of celebrity clients to act as spokespersons).

I would sure as hell not want to settle for a cheapie when I know that Ewan McGregor, for example, shops at a place just down the block where I can get the genuine article just like Ewan for a couple of bucks more. I'm certainly worthy of a real kilt just like the celebrities wear, aren't I?

Look what Michael Jordan did for gym shoes.

Now, I don't know if Mr. McGregor shops at Howie's but that's just an example for argument's sake. One would think that some of the native Scots might rally to the cause to support the Scottish National Identity of the kilt.

As a buddy of mine used to say, "Why eat hot dogs when you can have steak?"

Best

AA