Hunter’s Wellington Boots Are About to Become the Next It-Shoes


Fashion is not what it used to be. In the wake of the COVID-19 pandemic, consumers are prioritizing comfort and functionality over style, with loungewear, athletic wear and outerwear having seen tremendous growth over the past year.

The pandemic has not only changed the consumer, but it has also forced brands to rethink. One such brand is British shoe brand Hunter, known for their iconic Wellington boots. But why does a brand established in 1856 change its name?

For Hunter, it was an important decision that involved forming a new team to push the boundaries of the brand and grow it beyond their classic rubber shoes. “As we reflected on personal change, it made sense to consider how the Hunter brand should evolve in this next chapter, both in terms of our creative identity, our conversation and, of course, our products,” said said new director of marketing Claudia Plant. , who has an impressive resume, most notably as a founding member of luxury retailer Net-A-Porter, as well as senior vice president of brand experience at Burberry.

“While the Hunter brand was born 165 years ago, our iconic Original Tall Wellington boot was first introduced in 1956, when the durable rubber boot became a favorite with people in the countryside. our history, Royals, rock stars and models have turned to Hunter, ”Plant tells us.

The shoe has become synonymous with the brand and has been worn by fashion icons such as Kate Moss, as well as Princess Diana. But is the Wellington boot meant to be a trendy silhouette? “Internally, we don’t think of Hunter as a fashion brand. We actually think of Hunter as a brand that fashion consumers wear when they are NOT wearing fashion,” Plant continues. “We want to be the brand you think of when planning a fun outdoor trip, a brand that allows us all to be explorers and find fun in nature.”

The Wellington boot may be a timeless icon, but it is also becoming a staple of current trends. Take the tag Rubber clogs for example, who instantly became an internet favorite (and even fueled a lengthy discussion within the Highsnobiety team). In an age when “ugly” shoes such as Crocs are worn without irony, Birkenstock collaborates with some of the biggest names in fashion and brands such as Bottega Veneta, Burberry and many others make their own rain boots, it There is no doubt that Hunter has the potential to see the same growth.

“Consumers want fashionable and functional products with a purpose that supports their lifestyle, with the global change in the way we spend our free time – the casual is here to stay.”

Having been around for a long time, Hunter has built up a loyal following that returns to the brand for its essentials, and with the new and renewed approach, the brand “caters directly to a young and trendy fashion and sneaker audience.”

To cement his new direction, Hunter is launching a new campaign celebrating seven unique people including former Nike Creative Director Lydia Pang, sustainability consultant Florence Huntington-Whiteley, tree whisperer Damsel Elysium, and more. “Each of the Seven are everyday leaders who do the important work of raising awareness and creating change through their connection to nature and its communities,” Plant concludes.

With a strong new brand identity and new talent on board, Hunter strives to capture not only its loyal following, but new consumers as well. In an age of anti-fashion when Crocs and other clogs are gaining popularity, there is no doubt that the Wellington boot has the potential to become a fashion staple, with Hunter leading the pack.

Whether you are on board with the shoe on or not, there is no doubt that you will see wellies all over town before you know it. Rain or shine, the label is going nowhere.

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