The consultancy has been working on the project since late March, having been appointed following ongoing conversations with Pringle.
On the new e-commerce site, shoppers can buy runway collections online for the first time through a monthly updated e-magazine.
Anna Malmberg, account director for Wednesday London, says, ‘Pringle of Scotland wanted to position itself as the content-driven brand with a focus on collaborations and promotion of its Scottish roots.
‘It asked for visual continuity and a clear luxury brand positioning without compromise.’
Content will be edited by a series of guest editors, such as i-D Magazine, so Wednesday London created a site which ‘integrates the editorial collaborations while at the same time giving prominence to the brand’s collection, rich heritage and pioneering marketing initiatives’, Malmberg says.
She adds, ‘The purpose of this was to engage and interact with the customer in a way which blended content and commerce.’