Pringle of Scotland are famous for their jumpers and ultra desirable knitwear, but they also have a high fashion line. Pringle, who are making a real effort to present their brand in a cool, modern way, collaborated with some art world figures and showed at the Saatchi Gallery in Chelsea. (Internationally recognised shorthand for cool, number 1).

Tilda Swinton (internationally recognised shorthand for cool, number 2) appeared in the film Ryan McGinley (internationally recognised shorthand for cool, number 3) made and said, “Insignificant image” into the camera. By the look on Mark Ronson’s annoying face you could tell he didn’t agree. Though maybe Jamie’s assistant Jonathan in the woodland creature with big teeth t-shirt (internationally recognised shorthand for cool, number 4) did.

Frankly, lovely chap Ryan McGinley was the only reason we got in.

Pringle are making themselves cool, and if they hadn’t done such a thorough job, and had instead worked with loads of lame people, Vice (internationally recognised shorthand for cool, number 5) wouldn’t have been able to feature them.

PHOTOS: JAMIE TAETE
WORDS: DARYOUSH HAJ-NAJAFI