Hunter outlines a new brand segmentation strategy, reflecting the new vision for the British heritage brand under the Creative Direction of Alasdhair Willis. HUNTER ORIGINAL will launch for autumn / winter 2014, as the heart of the Hunter brand, home of the iconic Original Wellington boot. Through design and innovation, Hunter Original will build upon and develop the brand’s heritage and core footwear collection, whilst realising extensive opportunities in new product sectors. This will include outerwear, knitwear and accessories. The brand will remain authentic to its 160 year heritage, delivering collections that engage with the customer today. Hunter Original will launch with a show on the London Fashion Week schedule in February. HUNTER FIELD will be introduced for spring / summer 2015. This specialist performance category will deliver technical products, born out of functionality and innovation, through the development of pioneering techniques in manufacturing and materials. This will include the progression of the existing technical footwear offering and the introduction of new categories in footwear, outerwear and accessories. A new Hunter master-mark logo will be introduced for autumn / winter 2014, to coincide with the launch of the first Hunter Original collection, to accompany new Hunter Original and Hunter Field logos.

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