British Heritage Redefined: All About Hunter

 

A BRITISH HERITAGE BRAND

Born in Britain in 1856, Hunter has a rich history of innovation and purposeful design, with a universal appeal that spans generations.

Throughout the years, the brand became known for its practicality and knack for creative forward-thinking designs. Building on its heritage, it has since expanded around the world into categories including outerwear, bags and accessories.

 
 

THE BOOT BEHIND THE BRAND

In 1956, Hunter created its most iconic design: The Original Wellington Boot, now known as the Original Boot.

The globally recognized shoe is a timeless staple in pop culture and serves as a testament to the brand’s commitment to excellence.

Each pair is handcrafted from 28 separate parts, natural rubber and many of the original techniques, including an aluminum mold bespoke to Hunter—cast to replicate the exact shape specifications of each shoe size.

 
 

HUNTER’S EVOLUTION

Authentic acquired the Hunter brand in the spring of 2023.

Since then, the brand has continued to grow beyond its roots—entering collaborations with globally recognized labels; finding its way into the wardrobes of top influencers and celebrities; solidifying its reputation as a staple on the festival circuit; and signing partnerships with industry leaders across e-commerce, wholesale and retail.

Under Authentic, Hunter has been able to streamline operations and reach a wider audience through enhanced digital marketing and expanded distribution. The brand has continued to flourish as a functional and fashionable choice for outdoor enthusiasts, blending tradition with innovation in its designs.

In the U.S. market, under Marc Fisher Footwear, the product has undergone a refresh. Marc Fisher Footwear is expanding the brand into other footwear categories, transforming the world’s most coveted rain boot brand into a functional fashion footwear brand suitable for all seasons. The focus remains on current market trends while adhering to core pillars of style, function, quality and craftsmanship.

 
 

“At the intersection of fashion and outdoor, Hunter introduces another elevated global brand to Authentic’s diverse Lifestyle portfolio.”

— Jamie Salter, Authentic Chairman and CEO

 
 

FESTIVAL FRENZY

Hunter has long been a stalwart of the festival scene, having been spotted on A-listers including Kate Moss, Alexa Chung and Poppy Delevingne over the years.

GLASTONBURY FESTIVAL

Hunter Wellies returned in typical Glastonbury fashion to the 2024 Glastonbury Festival of Contemporary Performing Arts, which took place in June at Worthy Farm in Pilton, Somerset, in the U.K.

British actress Daisy Edgar-Jones, actor Leo Woodall, TV presenter Maya Jama and YouTuber Olivia Neill were among the celebrities spotted in Hunter at this year’s festival, where top artists Dua Lipa, Coldplay, Shania Twain and SZA took the stage.

TRUCK FESTIVAL

Hunter sponsored a stage at the Truck Festival in July at Hills Farm, Oxfordshire.

The four-day-long rock ‘n’ roll festival featured 50 acts with headliners including Jamie T, The Streets, Wet Leg and Idles. The event also included comedy and orchestral renditions from local talent.

During the festival, performers Ruby J, The K’s and Hannah Rowe were decked out in their best Hunter Wellies, while products and branding were peppered throughout the venue.

BOARDMASTERS FESTIVAL

Hunter held an activation at the Boardmasters surf and music festival in August, set against the stunning backdrop of the Cornish coast in Newquay, Cornwall.

Over the course of five days, which also saw surfing and skateboarding competitions, a number of influencers including Áine Deane and Bibi Butten donned their favorite Hunter Wellington boots—all while enjoying performances from Chase & Status, Sam Fender and Stormzy.

Hunter was also prominently featured at the Coachella Valley Music and Arts Festival, where the brand set up a Welly wall activation. Across the pond at the Open’er Festival in Poland, attendees were able to have their Hunter boots delivered within a couple hours to branded storage lockers on the premises, in partnership with CCC Group. What’s more, during the Soho House Festival, the brand drew more buzz hosting fun games including a ring toss and strength test stations, while its partners in Japan activated with influencers at the Fuji Music Festival.

 
 

GLOBAL PRESENCE

STORE OPENING

SINGAPORE

Hunter and regional partner Baozun celebrated the grand opening of the brand’s first store in Singapore. Located at Plaza Singapura, along the country’s main shopping street of Orchard Road, the outpost was home to an event that featured in-store shopping as well as a spectacular dragon dance show.

POPUP

SOUTH KOREA

Ahead of the rainy season, Hunter held its Summer Rain Boots Festival popup at Paju Premium Outlets in South Korea in collaboration with Shinsegae Group. Conspicuously set on the ground floor of the complex was a pair of extra large Hunter rain boots—a sculpture standing 13 feet tall that served as a popular photo spot for shoppers. A Hunter booth, housed steps away from the big boots, was designed to resemble a greenhouse and featured a display of the brand’s rain boot collection.

SHOP-IN-SHOP

YORK, ENGLAND

Hunter debuted a new shop-in-shop at outdoor equipment and clothing chain GO Outdoors, located at Vangarde Shopping Park in York, England. The heritage boot brand made a splash at the grand opening event with a giant lightbox installation. During opening weekend, Hunter also had specialists on site to offer style advice to shoppers.

 
 

ICONIC ACTIVATIONS

LONDON FASHION WEEK ICONS PARTY

Hunter was front and center at the British Fashion Council’s London Fashion Week Icons Party. The exclusive event celebrated the past 40 years of championing both emerging and established British design talent and honored the creativity, culture and artisanship that make British fashion so dynamic and renowned.

At the event, Hunter displayed an exclusive installation themed around British icons. The working boot room centered around its iconic Original Tall Boot, an embodiment of Hunter’s enduring legacy. In attendance were brand ambassadors Olivia Neill and Paloma Faith as well as content creator Ella Eyre and model Hugh Laughton-Scott.

JAPAN REVITALIZATION PROJECT

In Japan, Hunter launched a revitalization initiative that allowed brand shoppers and loyalists to repair their boots and select patches to customize their preloved shoes. Among the patch designs were hearts, stars, flowers and, to allude to their functional use, umbrellas. The project launched in May, just in time for Japan’s rainy season.

The brand then expanded the program by creating new limited-edition boots with the patches, dubbed Revit Custom. Customers were able to purchase the rain boots at Hunter’s Ginza and Shinjuku stores.

 
 

COOL COLLABORATIONS

ANDERSON BELL

Hunter Korea, in collaboration with contemporary Seoul-based fashion label Andersson Bell, launched a capsule that featured rain boots showcased at Milan Fashion Week.

The Hunter x Andersson Bell Original 2.0 collection, which also featured an accompanying tee, reinterprets the iconic Hunter boot with Andersson Bell’s air force aesthetics.

>>> SHOP HERE

 
 

MONOCHROMATIC LOOKS

Hunter Japan introduced a new spring collection, offering a variety of signature footwear silhouettes made to brave nature's toughest elements.

The line explores the timeless elegance of a black-and-white color palette, complete with matching handbags and accessories that add functionality and versatility to any wardrobe.

>>> SHOP NOW

 
 

NEW ARRIVALS

As blistering temperatures give way to cool days, Hunter’s seasonal collection is anchored in transitional elements like insulated waterproof snow boots, lightweight neoprene Wellies and versatile lug sole styles. The new winter collection sets the standard in design and performance, utilizing the highest quality materials and techniques to create innovative products that offer protection and performance in all weather conditions. Shop the U.S. collection for adults and kids, designed in partnership with Marc Fisher Footwear, on HunterBoots.com.

 
 

COMING SOON

HUNTER’S WINTER 2024 COLLECTION FEATURING LUCKY BLUE AND NARA SMITH

Hunter is teaming up with fashion power couple Lucky Blue and Nara Smith for their winter 2024 campaign. Lucky Blue, a well-known model and musician, rose to fame for his striking looks and work with top fashion brands. Nara Smith is a model and social media personality who has gained attention for her style and online influence. The new collection features snow boots, sneakers, the brand’s iconic Original Wellington Boot and more, and will be available in November.

 

PRESS HIGHLIGHTS

 
 
Lifestyle, Brand NewsEditorial StaffHunter