Negotiations in masculine identities in the Utilikilts brand community

Steven Villegas developed the Utilikilts clothing brand in the United States in 2000. The company’s main product is an un-bifurcated ‘manly’ kilt that is marketed and sold to men, not women. This article analyses individuals who adopt the Utilikilts brand kilt and how they navigate their multiple and shifting identities in a cultural setting where skirts for men are not readily acceptable. This study analyses online forums created by the Utilikilts Company where consumers share their personal experiences wearing the kilt, photographs of individuals wearing the kilt and the content and language used on Utilikilts.com. The authors conclude that the brand community formed in online spaces allows the Utilikilt wearers to experiment with gender-pushing dress.