Made-to-measure woollen knitwear from A’ The Airts Community Centre in Sanquhar adorning a Highland cow from Angus are set to pull in tourists to Scotland.
VisitScotland campaign with its very own ‘super moo-del’ is encouraging visitors to enjoy winter breaks.
A team of five talented heritage knitters from Dumfries and Galloway‘s Sanquhar Pattern Design chose their most popular pattern, called ‘the Duke’, after the Duke of Buccleuch – mixed with thistles, for the stylish cardigan and hat.
Called Julie, 4th of Thaggnam, the nine years old coo inherited her name from her mother, is said to have “a flair for the dramatic; loves the camera and is the farm’s top model – regularly seen strutting her stuff on the cow walk”.
The national tourism organisation chose imagery of Julie, relaxing in a field at her home on Newton Farm Holidays & Tours in Angus, to inspire visitors to wrap up warm and explore what Scotland has to offer outside the traditional summer tourism season.
In line with a strategy to spread visitors “across seasons and regions”, it comes a decade after VisitScotland famously featured Shetland ponies in sweaters as part of a year-long campaign to promote Scotland’s natural beauty.
A’ The Airts centre manager, Yvonne Barber, said: “The knitting group Sanquhar Pattern Design Team has been running for 10 years but this is the first time we’ve taken on a commission as unusual as this.
“It has been an absolute pleasure working with VisitScotland and Newton Farm Holidays and Tours not only to showcase Scotland in the winter, but to also highlight the country’s textile heritage and the knitting skills of the extremely talented team at the A’ The Airts Community Centre.
“Over the course of 78 hours, five knitters have come together to produce the bespoke garments. From pattern design and hand knitting to making alterations to get the best fit possible for our unique models, it’s been a huge team effort from the knitters and wider admin team showcasing the true community spirit of this project.”
Sanquhar Pattern Design was created in 2014 to support the long-term goal of future-proofing traditional craftmaking in the Upper Nithsdale town – granted the status of a Royal Burgh in 1598 by King James VI which allowed trade in the area to flourish, including producing and exporting textiles – to save, protect and promote the Sanquhar knitting heritage.
Now, the project has eight knitters, and three trainees – with an age range of 17 to 80.
The wool used is from a collection of Scottish Suppliers: Merrick, Wee Country Yarns and Todd & Duncan. The Merrick wool is sourced from Galloway and Southern Ayrshire UNESCO Biosphere.
Vicki Miller, chief executive of VisitScotland, said: “Using Highland cows in Angus wearing a pattern that is uniquely Scottish, made with Scottish wool, and by talented knitters from Dumfries and Galloway, the images are designed to instil that feeling visitors get when they come to Scotland in winter.
“We know that travel outside the traditional summer season is becoming increasingly appealing for our international markets, while visitors to Scotland say their trip has enhanced their wellbeing. We hope our profile-raising ‘super moo-del’ can ignite that interest further and more can see that a winter break is good for the soul.
“It is part of our sustainable tourism work to make Scotland a must-visit, must-return year-round destination, by encouraging seasonal spread and helping tourism and events to extend the season.”