Heughan, 36, the lead actor in the hit international TV series Outlander which is filmed on location in Scotland, will appear in a selected number of photoshoots and PR appearances for Barbour and will work with some of the brand’s key wholesale partners in the UK and U.S., Barbour’s two largest markets. He will also develop his own signature capsule collection incorporating Barbour’s exclusive tartans which are based on the Ayrshire District Tartan from where the Barbour family originated in the 13th century.
“When I first met Sam, I was immediately struck by the similarities with Barbour,” said Paul Wilkinson, global marketing director for Barbour. “The British countryside has been at the heart of the Barbour brand since 1894. Sam’s Scottish roots and his genuine love of the outdoors means he brings an authentic and very real connection to the partnership. Sam has a great respect for our history and heritage of over 120 years and he has worn Barbour since he was young. He will become the face of our exclusive menswear tartan collection providing us with an opportunity to create some original and innovative marketing initiatives that will make this a unique and very special partnership.”
Heughan added: “I am delighted to be working with Barbour and feel very privileged that they have chosen me to be their first Global Brand Ambassador. Being Scottish, I grew up with the brand and have always been a big fan – being born in the same rural area as John Barbour, in the south of Scotland. I have a great passion for the company and their employees that feels more like I’ve been welcomed into their extended family. I very much look forward to designing my own capsule collection based on this ethos and to representing the brand in the UK, the U.S. and internationally.”