By  on January 17, 2014

LONDON — Hunter, the British brand known for its Wellington boots in a rainbow of shades, has a new brand strategy and plans to show during London Fashion Week in February.

An announcement is expected today.

The Hunter Original brand will build upon and develop the core footwear collection, and offer new categories, including outerwear, knitwear and accessories “that engage with the customer today,” the company said. The Hunter Original collection will make its debut with a show in London next month.

Hunter Field, meanwhile, will be introduced for spring 2015, and will offer specialist performance and more technical products, with an emphasis on functionality and innovation.

For Field, Hunter said it plans to build on its already-existing technical footwear offer and introduce new categories of footwear, outerwear and accessories built for outdoor performance.

The technical offer currently includes products such as boots fit for riding and mucking out horse stables, and country pursuits such as shooting. Some boots also come with features such as heel kick spurs, reflector tabs or bamboo carbon linings for wicking away perspiration.

Hunter will unveil a new master mark logo for the fall season to accompany the rectangular Hunter Original and Hunter Field logos.

“Developing and respecting the distinct characteristics of the Hunter Original and Hunter Field brands is the first step in allowing us to realize the brand’s true potential, based on the foundations of innovation, heritage, function and fashion,” said Alasdhair Willis, Hunter’s creative director.

James Seuss, the chief executive officer, said the new brand strategy reflects “the diverse consumer in today’s market, and how that consumer lives their life. We…are excited about bringing both Hunter Original and Hunter Field to a global audience.”

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