Pringle of Scotland has been a knitwear brand of reference worldwide since 1815. Today, Pringle has entrusted the new creative director Clare Waight Keller with the challenge of adding new energy to the knitwear label while keeping its focus on cashmere. As Waight Keller told Vanity Fair USA, "My approach is to find a new way of looking chic and elegant. But at the same time not too dressed-up. Knitwear is a big part of that story because you can look very elegant in cashmere, it looks extremely luxurious, but it's also hugely comfortable and timeless."