Refined for over 200 years, Lagavulin's devotion to creating its signature Single Malt Scotch Whisky continues to empower the next generation of committed craftsmen.
Connor McKnight is obsessed with the moments in between. After moving to New York to attend university, the founder of the eponymous brand became enamored with the eclectic faces and fits that make up the city’s pedestrian culture. “I think everyone has a process for how they dress, and that fascinates me,” McKnight notes. “No matter what kind of job you’re doing, no one wants to look bad. So, when I’m dreaming up a collection or an article of clothing, I approach it from an everyday point of view.”
This idea of “process” and how it culminates into something tangible and progressive is a notion the blossoming creative has fixated on as he continues to hone his craft season after season. Developing a keen eye for detail—a true separator in his line of work—the burgeoning designer finds passion and purpose in consistency, slowing down just enough to appreciate his growth while still actively searching for ways to improve his work thoughtfully.
Continuing to define and understand his sovereign “why,” McKnight often looks for inspiration in other disciplines where the practice itself is highly regarded, and intentionality is non-negotiable. Born on the Scottish Isle of Islay, the heritage Single Malt Scotch Whisky label Lagavulin exists as a forebear in this respect, having refined its famed distillation process using a method perfected for over 200 years. Embodying the unfettered essence of its homeland, Lagavulin’s cherished spirit is a testament to the brand’s rich, layered roots.
Lagavulin has one of the longest distillation processes in Scotland, leading to the core belief that quality should not be constrained by time,” states Lagavulin Senior Brand Manager Peter Sundry. “Often, time well spent yields the best results—a mindset Lagavulin and Connor share. This has led to our abiding saying, ‘Time takes out the fire but leaves in the warmth.’
Known for its robust smokiness and balanced notes of dried fruit and sea salt, the savored Single Malt Scotch Whisky showcases an attuned level of craftsmanship that can only be cultivated after years of careful consideration. Mirroring many of the same principles employed in good garment design—high-quality sourcing, signature techniques, and an exploratory ethos—Lagavulin represents the standard McKnight seeks to achieve as he continues establishing his position in contemporary fashion.
Boasting a resume that includes stints with Kith and Bode just at the cusp of each brand’s respective breakthrough, the 31-year-old recognizes the importance of patience when fine-tuning your craft. “If you haven't developed over a long period, you're not allowing yourself to get under the hood per se,” the modern craftsman positions. “This whole thing I’m building is something that only began to take shape as I had more diverse experiences through life.” Taking cues from exemplars like Lagavulin, McKnight chooses to focus on stories that interest him rather than feverishly chasing trends and temporary chatter.
Enamored by elongated silhouettes and cropped accents, the CFDA award nominee tailors his designs to look aesthetically smooth and sophisticated while maintaining the effortless ease essential to life’s necessary routine. With longevity in mind, the emerging courtier creates garments meant to carry his name across generations. “The goal is to establish an entity that doesn’t go away, even when I’m not here,” McKnight admits. “I feel like Lagavulin has already achieved that, producing something lasting and impactful.”
The classic brand’s secret? A willingness to reinvent itself time and again without compromising its core integrity. Created to be adaptive, Lagavulin isn’t just your grandpa’s go-to drink of choice to wind down the evening—although it very well could be. Embracing diverse perspectives, the Scottish treasure has remained open to imaginative approaches, giving the whisky a versatile energy that can be applied to a multitude of situations—from contemplative solo sips to vibrant cocktails enjoyed with friends (Spicy Margarita, anyone?). In this, a polished humor arises, giving Lagavulin an elevated air that avoids pretension and prioritizes accessibility.
In a similar vein, the utilitarian nature infused into much of McKnight’s work displays a niche balance that gives the designer that discernible “hand,” or imprint. Ultimately, though, a pure love for the work affords Lagavulin and McKnight the dedication required to forge a noteworthy legacy.
At the end of the day, I just like clothes,” the humble visionary shares. “I'm working in a field that has always inspired me. It’s just one of the things I love the most.
Taking the long journey from the misty coasts of Islay to the concrete streets of NYC, the expressions may differ, but the motivations are indeed cut from the same cloth—or steeped in the same barrel, depending on who you ask. Chasing timelessness is no easy feat, but as both artisanal entities continue to endure, there is clear promise in the pursuit of process and the art form that results from it.
Discover more of the Lagavulin story here.
Sponsored by Lagavulin. Lagavulin is not a sponsor or affiliate of Conor McKnight. All opinions expressed by Conor McKnight are his own. Please do not share with anyone under the legal drinking age. Please drink responsibly. LAGAVULIN Single Malt Scotch Whisky. 43% Alc/Vol. Imported by Diageo, New York, NY.