IT WAS the cringe-making moment that all but ended William Hague's hopes of ever being handed the keys to 10 Downing Street.
There were howls of derision back in 1997 when the then Conservative leader launched a charm offence on a theme park rollercoaster wearing a baseball cap with his name emblazoned on the front.
Now, with apparent disregard to the lessons of history
, the Scottish Tories have launched their own range of fashion headwear.
In a bid to land the youth vote and ditch their tweedy image the party has decided to sell true-blue baseball caps.
Fashion experts have predicted the foray into fashion will prove to be about as alluring as a middle-aged father dancing at a teenage party.
But in line with a party trying to present a less strident "compassionate Conservative" image the party's baseball caps are stamped with the new green tree logo which was brought in by David Cameron.
The £3.99 hats have been launched as part of a range of "exclusive merchandising" which is being sold on the party's website. They are also selling navy Scottish Conservative body warmers for £29.99, polo shirts and cufflinks for £9.99, mugs for £2.99 and pen and ruler sets for a modest 99p.
Style consultant Aileen Lobban predicted that voters would be turned off by the prospect of Annabel Goldie and her colleagues attempting to be down with the kids. The owner of the Edinburgh-based agency Styledays said:
"I just can't think why they would want to open themselves up to ridicule once again by doing this.
"It really is an age thing. Baseball caps are for children and teenagers and when people who are older try to appear younger by wearing them it is never a good look.
"In places like France and Spain politicians are very well dressed and stylish and that is what I would advise our leaders to look towards."
On a more positive note she said she thought the party could "just about get away with" selling body warmers.
The full article contains 352 words and appears in Scotland On Sunday newspaper.
