Hunter’s First Flagship

The brand opens it's debut retail space.

Two fashion shows, a couple of Mat Maitland collaborations and now a flagship store, Hunter’s transition from festival season staple to fashion brand proper is pretty much complete.

Officially opened yesterday, the new shop was welcomed to Regent Street by a Singin’ in the Rain style flashmob of dancers; plastic pochos, rubber Chelsea boots, knitted balaclavas ‘nd all.

The launch follows Karl Lagerfeld’s arrival on the same street back in March, while a year ago it was the turn of Jenna Lyons’ J Crew.

Inside the debut Hunter store are three levels – kids are downstairs while the ground and upper level boast a mix of accessories, AW14 apparel and the classic Wellington boot; a large LED screen leads customers upstairs playing a mix of catwalk clips, campaign videos and regular weather updates, the latter a nod to England’s traditionally irregular weather.

          

“The Regent Street flagship is the first opportunity for the Hunter customer to enter the home of this iconic British brand,” Alasdhair Willis, Hunter’s Creative Director advises. “Lifting iconic references from the British countryside and reappropriating them for this urban environment delivers Hunter’s take on the traditional store concept and was designed to appeal to our diverse customer base.”

Translated to the Checkland Kindleysides co-designed space, this means shed like areas adorned with headphones (upstairs playing the voiceover to the ‘Everyday Pioneers’ film), a ‘grass’ lined lift and angular metal fixtures.

Adds CEO James Seuss, “The opening of Hunter Regent Street is a key milestone in the development of our brand. It was important to establish our first retail presence on London’s Regent Street, one of the most iconic shopping streets in the world, staying true to our heritage as a British brand.”

www.hunterboots.com

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