Only £19.99 for a new kilt . . tat'll do nicely!

Published on Wednesday 16 January 2008 09:51

THEY have been branded the kings of "tartan tat".

So when discount supermarket chain Lidl announced plans to sell Scotland's national dress for just 25, the Gold Brothers were naturally determined to repel the challenge to their crown.

Now the Royal Mile retailers have announced plans to sell a range of kilts for 19.99 – which they say will make them the cheapest in Scotland.

Dildar Singh, who along with his uncles runs the family's chain of gift shops in the city, said the decision to reduce his cheapest kilts from 40 to 19.99 was a direct response to Lidl entering the market last week.

"We've been selling cheap kilts for two or three years. Now Lidl are jumping on the bandwagon.

"We're going to go into direct competition with them and show people that we are prepared to keep prices low."

Mr Gold said he could "guarantee" that the kilts, which are manufactured in China, were good quality and had not been made using child labour. "There are a lot of people who can't afford 1000 or 500 for a kilt," he said.

"Does that mean they're not allowed to wear the national dress? Kilts are just so expensive, we're providing a service to those who can't afford one elsewhere."

Cut-price kilts have been sold for as little as 20 before by the Gold Brothers but this is the first time a range of tartans have been sold across all their stores.

The price reductions mean the whole Highland outfit can be bought for 185, compared to the usual price of between 500 and 1000. However, the move will do little to calm the growing tensions amid the city's tartan retails.

Kiltmaker Geoffrey Nicholsby has repeatedly spoken out against "tartan tat", amid growing tension between him and the Gold brothers. The Gold Brothers have hit back saying their souvenir stores give tourists what they want.

Brian Wilton, a spokesman for the Scottish Tartans Authority, said cut-price kilts from abroad were bad for the industry's reputation but not regarded as a serious threat to business.

He said: "It certainly devalues the Highland dress industry if people are buying cheap kilts under the impression that they're made here in Scotland.

"But I don't think the industry will be worried about this."

Lidl said its kilts were being provided by "a Scottish supplier," but could not say where they had been made. A spokeswoman said the kilts were aimed at those who wanted to wear national dress for Burns Night but could not afford a traditional version.

CUT-PRICE CLOTH

How the Gold Brothers' kilts compare to the cheapest on offer elsewhere:

&#149 Geoffrey (Tailor) Kiltmakers, High Street 160

&#149 Nicolson Highlandwear, High Street 150

&#149 John Morrison Kiltmakers, High Street 75

&#149 Lidl, stores nationwide 25