Hunter expands apparel line with runway show in London

By

Bruno Joly

Published
Jan 26, 2014

Hunter is continuing the strategy initiated under the takeover by Searchlight Capital Partners two years ago. The century-old British boot brand quietly launched its debut in clothing with some twenty items in spring 2014.

But it is bringing out a full-fledged collection for fall-winter 2014 with a strong focus on outerwear and knits.

"This is a continuation of the same strategy for about two years now. The two primary themes are the development of men's wear (women's wear represents around 85% of the brand's business, ed) and particularly the launch of ready-to-wear and accessories," said Michel Roueau, head of brand distributor The Lifestyle Company. He also mentioned the appointment of Alasdhair Willis, husband of Stella McCartney, as the brand's creative director in January, 2013.

Six months later, former Burberry executive Niall Sloan came on as global design director. These hires are proof of Hunter's new ambition. The brand founded in 1856 wants to become a more lifestyle company, joining the ranks of brands such as Burberry, Michael Kors, Ralph Lauren and Hogan. This year is for getting out that message with a first runway show during London Fashion Week on February 15.

For buyers and retailers, the entire range is being split into two main lines. Original will no doubt be more fashion oriented, drawing from the brand’s archives and with a catwalk in February.

Hunter Field will be introduced in spring-summer 2015, comprising more functional and technical products. The Original logo will be red while the performance Field line will use a khaki green, straddling the worlds of high fashion and fashion weeks on one side and performance wear on the other. For Alasdhair Willis, Hunter's growth is based on four key words: innovation, heritage, function and fashion.