Hunter will relaunch as a lifestyle brand called ‘Hunter Original’ for autumn 14, introducing outerwear, knitwear and accessories for the first time.
The label is creating new branding to house its various categories. Hunter Original will comprise the iconic wellington boot and the new product categories, and will show at London Fashion week in February.
A new sub-brand called Hunter Field will be introduced for spring 15. The range will focus on specialist performance products, building on Hunter’s existing technical footwear offering, as well as introducing new products into outerwear and accessories.
New logos will be rolled out from autumn 14.
Alasdhair Willis, creative director at the brand, said: “Hunter was born out of a passion to innovate, advances in manufacturing techniques and a British thirst for discovery. The future vision for the brand is to celebrate that pioneering spirit and the brand’s rich heritage, making it relevant for today’s customer.”
He added: “Developing and respecting the distinct characteristics of the Hunter Original and Hunter Field brands is the first step in allowing us to realise the brand’s true potential, based on the foundations of innovation, heritage, function and fashion.”
Last year the brand underwent a serious shake up in management, announcing the appointment of several fashion heavy weights to head up the expansion, including former Burberry designer Niall Sloan, who filled the role of global design director at the label, Ken Pratt who joined the footwear firm as chief financial officer and former Reiss online director Dan Lumb who now oversees all global online functions for Hunter.
Stella McCartney’s entrepreneur husband Alasdhair Willis was also hired as creative director, alongside ex-Mulberry head of sales Fabrizio Stroppa, who joined the company as commercial sales director in March.