Woven by Lovat Mill, the custom fabric will transform the whisky's Scottish heritage into a modern expression, in the first-ever project from Goldman's new creative studio with Myles Kusaba, M&S Co.
ISLAY, Scotland, Sept. 15, 2025 /PRNewswire/ -- Today, Lagavulin Single Malt Scotch Whisky reveals the Lagavulin Islay Tartan, a bespoke textile inspired by the distillery's home on the island of Islay and crafted in collaboration with designer Simon Goldman and Scotland's storied Lovat Mill. Known worldwide for exceptional craftsmanship, Lagavulin has long stood as one of Scotland's most revered Single Malts. Now, that heritage is woven into a textile for the first time, carrying the brand's story into a wearable medium for the worlds of fashion and design.
Goldman approached the collaboration as an exercise in cultural translation, distilling Lagavulin's spirit into something tactile, layered, and expressive. This project marks the first collaboration from Simon Goldman and Myles Kusaba's newly launched creative studio, M&S Co., a project uniting heritage craft with modern brand storytelling.
"Lagavulin Whisky has always been defined by Islay, shaped by its landscape, its community, and more than two centuries of craftsmanship and character in every drop," said Greg Bruce, Whisky Specialist and Blender at the Lagavulin Distillery. "Tartan speaks to the same idea: a Scottish tradition that carries history forward through craft. Bringing the two together is not about novelty, but about continuity, honoring where we come from and showing how heritage can honor the past while shaping the present through cultural reinterpretations today."
Drawing from Lagavulin's heritage, flavor profile, and elemental character, the tartan's design pulls directly from the distillery and its surroundings. Six amber lines echo the six copper stills that have shaped the whisky for more than two centuries, while deep brown threads reference the peat, dense layers of moss and vegetation from Islay's soil that are burned during malting to give Lagavulin its signature smokiness. Deep green reflects Islay's rolling fields, with layers of white, grey, and blue nodding to the whitewashed walls, slate rooftops, rocky coastline, and shifting ocean hues. The result is a textile as symbolic and intentional as the whisky itself.
"My work is a reflection of the belief that every fabric carries meaning and memory. When Lagavulin came to me with the shared ethos that craft is about more than form and function, but about telling a story, we decided to convey this spirit's 200-year story through a new medium," said Simon Goldman, "With my collaborator Myles Kusaba, an expert voice in the world of design, we're thrilled to share with you the first look at the Lagavulin Islay Tartan."
The first iteration of the tartan is being woven in the looms of Lovat Mill, Scotland's legendary textile house based in Hawick, the historic heart of tartan weaving. For centuries, Lovat has been regarded as a custodian of Scotland's national fabric, producing cloth for royalty, design houses, and institutions around the world. Like Lagavulin, its reputation rests on patience, precision, and a commitment to preserving tradition while embracing modern interpretation, making it a natural partner for this collaboration.
As part of its September debut, the Lagavulin Islay Tartan will make its first appearance at Coveteur's Fashion Week Closing Party in New York City on September 15. The evening will bring together industry tastemakers and longtime friends of Lagavulin to toast the launch. The partnership marks more than just a collaboration; it arrives on the heels of the brand's recent relaunch under Gallery Media Group, reflecting its renewed mission to spotlight insider perspectives at the intersection of style and culture.
"This collaboration perfectly captures where Coveteur is headed - celebrating style not just as something you wear, but as a powerful cultural statement. Partnering with Simon and Lagavulin to reinterpret something as timeless as tartan through a modern lens is the essence of our next chapter," said Faith Xue, Editor-in-Chief of Coveteur.
Also central to this debut is Nick Offerman, whose decade-long collaboration with Lagavulin has become the brand's most enduring creative partnership. Together, they've released four Lagavulin Offerman Edition 11 Year Old Single Malt Scotch Whiskies, including the 2021 Guinness Cask Finish -- named Whisky Advocate's 2021 Whisky of the Year -- and the latest Caribbean Rum Cask Finish, an expression finished in ex-rum casks. Wearing a production run of the Lagavulin Islay Tartan, custom tailored by Martin Greenfield Clothiers, the legendary Brooklyn garment house known for its timeless craftsmanship, Offerman carries the partnership forward, introducing this textile with the same mix of character and credibility that has defined his work with Lagavulin over the years.
Lagavulin invites whisky lovers and tastemakers alike of legal drinking age to follow the journey of the Lagavulin Islay Tartan on Instagram at @LagavulinWhisky and @Simon__Gold. To discover the full Lagavulin portfolio, including its signature Lagavulin 16 Year Old, visit TheBar.com.
ABOUT M&S Co. M&S Co. is a creative studio founded by Simon Goldman and Myles Kusaba that reinterprets legacy brands as living cultural expressions. Each project is approached as an archival translation, grounded in anthropology, symbolism, and context while pushing into contemporary culture. The studio unites heritage craft with modern brand storytelling, bringing decades of experience and a broad network across fashion and design. Goldman, as Creative Director, shapes design vision and creative impact, while Kusaba, as Operations Director, leads narrative framing, execution, and cultural positioning to ensure creative integrity across production, events, and communications.
ABOUT LOVAT MILL Lovat Mill is a specialist tweed and luxury fabric weaver in Hawick, Scotland, recognized as "The Home of Tweed" due to its location on the road where the term "tweed" was coined in 1826 from a miswritten "tweel" label. The mill produces estate tweeds, sporting tweeds, and cashmere, blending traditional craft with modern technology to create unique, high-quality fabrics from Scottish wool. It maintains an archive of designs, offers custom commissions, and is dedicated to preserving the heritage of tweed production in the 21st century.
ABOUT DIAGEO Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Ketel One Vodka, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about DIAGEO, our people, our brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow us on Instagram for news and information about Diageo North America: @Diageo_NA. Celebrating life, every day, everywhere.
ABOUT COVETEUR Coveteur is a globally-renowned multimedia brand leading the discourse around luxury fashion, beauty, and lifestyle.
Coveteur speaks to a diverse audience of style-obsessed readers and followers, offering them a glimpse behind the closed doors of their favorite designers, stylists, creatives, musicians and artists—how they live, dress, work, and dream. Known for its instantly-recognizable photography and vibrant visual aesthetic, Coveteur is proof that the elevated and aspirational can also be inviting and intimate.
Established in 2011, Coveteur began as a passion project exploring the homes and closets of celebrities and street style stars. In 2025, Coveteur relaunched under Gallery Media Group—a part of VaynerX, a Gary Vaynerchuk holding company.
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