What's the alternative? Frostbitten ears; that dodgy-looking balaclava the dog's chewed.

Look, mate, it's August: Precisely. Chilly winds around the corner, winter walks in prospect.

But what's the big deal about a woolly hat? Fleece, actually. And a bit of a modern classic: hundreds of thousands sold around the world, widely imitated, leads the field.

Says who? All the outdoor mags, for a start: "a cracker," "the best ever," "quintessential headgear" - that sort of thing.

Thrill me with the details: Most exciting is the wired peak: adjust it to protect your face from the sun and wind, clip it back on a press stud when you're feeling rugged.

Is that it? No: it's got a waterproof outer shell, with an adjustable cinch at the back and a loop for attaching it to belt or rucksack. Two more little loops for a chin strap, if you want one. And - best of all - ear flaps.

Ear flaps? I'm going to look like Sherlock Holmes. Yes, but a warm Sherlock Holmes.

And everyone else on Striding Edge will be wearing one? Probably, but you can exchange the knowing smiles of the connoisseur.

Can I wear it down the pub? A bit eccentric for everyday street use. But some people like that sort of thing.

Can't I just wear my old stripy knitted job? Only if you want itchy hair and a serious image problem.

Okay, you win: what does it cost? £30: call 01539 740840 for stockists. Some of the competitors are cheaper.