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Heritage British rubber boot and outdoor lifestyle brand Hunter has launched its biggest global campaign to date in celebration of its 170th anniversary, starring iconic model and long-standing Hunter boot fan Kate Moss.
The new ‘Iconic by Nature’ campaign for AW26 captures the individuality, instinct and effortless attitude that have long connected Moss and Hunter.
Moss’ relationship with Hunter spans more than two decades, having originally made the brand’s ‘Original Tall Wellington Boot’ an unmistakable part of her off-duty style – inspiring countless festival looks and becoming part of Hunter’s cultural legacy along the way.
Moss said: “I’ve been a loyal fan of Hunter for years, ever since the (Glastonbury) festival where I wore them with way too short shorts and a waistcoat.
“I was just about to leave the house and heard it was already knee high in mud in the fields. I went to my trusted Hunter wellies in my closet. They were black and were tighter to the leg and they were waterproof. Bingo!”
Founded in Scotland in 1856 by Henry Lee Norris as the North British Rubber Co., later to became known as Hunter Boot Ltd., the company’s launched its ‘Original Wellington Boot’ in 1956.
Rooted in the landscape and countryside culture that have shaped Hunter from the beginning, the new campaign imagery layers the brand’s utilitarian heritage with Moss’ unmistakable style, “connecting past and present through a distinctly modern lens”.
Stefani Fleurant, Executive Vice President of Marketing, Sport and Lifestyle at Authentic Brands Group, owner of the Hunter brand, commented: “Hunter has never had to choose between its heritage and cultural relevance. The two have always been connected. Kate embodies that in a way few people can. Her relationship with Hunter began organically more than two decades ago and became part of the brand’s story.
“Bringing her into our 170th anniversary is both a celebration of that history and a statement about where Hunter is going next.”
Across Europe, the AW26 collection is led by the ‘170th Anniversary Original Tall Wellington Boot in Hunter Green’, a faithful recreation of the first ‘Original Tall’, right down to the original colour. The commemorative edition features bespoke gold hardware and the brand’s heritage badge bearing ‘Since 1856’.
The European assortment also includes the ‘Downpour Tall Boot’ in black, the ‘Elements Neoprene Chelsea Boot’, also in black, alongside the ‘Original Women’s Waterproof Tartan Jacket’, the ‘Unisex Downpour Izzy PU Hooded Jacket’ and the ‘Elements Lemhi Sonic Welded PU Puffer Jacket’.
The ‘Iconic by Nature’ campaign launches globally today across digital, social, retail and out of home channels.