Utilikilts incorporated in year 2000. Their website doesn't claim that they were the first. Buzz Kidder it seems, started in business in 1997, but it's unclear when they expanded their product line into the non-tartan area. My spider sense tells me that the non-tartan kilt will endure, but I agree that it's going to take an extended period of time to come into general daily use. My optimism isn't nearly as great as others posting on that subject. Slow growth will continue unless of course the younger generation picks up on it...which has been known to happen.