This paper on Harris Tweed® today discusses projects with Scottish textile manufacturer Harris Tweed Hebrides (HTH) that focused on reducing the seasonality of their all-wool product, exploring new markets, and digital and sustainable innovations within their communication, design, and production processes. The partnership project was between HTH and Robert Gordon University where they collaborated on a 2-year Knowledge Transfer Partnership (KTP) and funded research project, to address the needs of the industry in producing, promoting, and protecting Harris Tweed® in the twenty-first century. Reflecting on the projects, the authors detail the new practices instigated within the context of the changes that have taken place in the Harris Tweed® industry since Judith Ennew’s chapter ‘Harris Tweed: construction, retention, and representation of a cottage industry’ in Esther Goody’s (ed.) From Craft to Industry (1982) book. While a timespan of over 40 years has passed, elements of Ennew’s media constructed Hebridean Myth continue to play a role in the communication and marketing of Harris Tweed®; however, digital and immersive interventions provide opportunity for modernisation of both the brand’s processes and consumer perceptions about Harris Tweed®.