Hunter, the famous British rain boot company, has presented a new brand strategy, which includes the division into two sub-brands Hunter Original and Hunter Field.

From fall/winter 2014, Hunter Original will be the heart of the Hunter brand, being home of the classic Wellington boot and the products around it. The line will be expanded beyond the classic shoe collection and will also make use of new possible product categories such as apparel, knitwear and accessories. Hunter Original will be presented to the public at a show during London Fashion Week.

Hunter Field will be launched in spring/summer 2015. The special performance line will offer more functional and innovative products. These include the further development of existing performance shoes as well as the launch of new segments of shoes, apparel and accessories.

Moreover, in fall/winter 2014, a new logo featuring the new Hunter Original and Hunter Field categorization will be launched.
James Seuss, Hunter CEO, explained: “This is a natural and authentic further development of the Hunter brand and it maps the variety of customers in today’s market and their different needs.”