It's not hard to smell like a brewery. You don't even have to drink anything — just take the spirit of your choice and dash it strategically across your clothes. Why would you do this? Excellent question... and one I'm sure a lot of people will be asking fashion outlet Harris Tweed and scotch whisky-producer Johnnie Walker, as the pair have come up with a fabric that smelld like the latter's intoxicating liquid.
As Lauren Eads over at The Drinks Business writes, Harris Tweed, with the aid of the UK-based Heriot Watt University's School of Textiles and Design have concocted a material that can be instilled with the distilled, in a mostly permanent way.
Harris Tweed's specific creation is "imbued" with JW's Black Label whisky and if you think that's what will keep you in good stead in social situations, this will be an exciting time for you. As for the scent itself?
According to the Scotch brand, the tweed carries aromas of "rich malt, golden vanilla, red fruit and dark chocolate tones", which it promises will withstand dry cleaning.
The article also provides some extra details of the fabric's longevity:
"I have worked with aromas in the past but they were only meant to withstand one dry clean. The process we have devised for Johnnie Walker means that this scent is layered into the fabric throughout the finishing process and is permanently imbued in the tweed," [said Harris Tweed's Donald Mackay]
Berlin will be the first to experience this new world of alcohol-enchanted apparel, after which Belgium, Greece and the rest of Europe will be marketed to. I'm not sure if we should feel envy or pity.
Image: Harris Tweed / Johnnie Walker