How Sustainability Is a Priority For Hunter

PS: How is Hunter factoring in sustainability when designing and producing apparel?
AW: It's incredibly important across all our products. Our boots are made of 100 percent natural rubber, and we have recently committed alongside a number of other brands to work with our partners to become FSC certified. The Stella boots are sourced from an FSC-certified plantation and made from a plant-based neoprene that generates 80 percent less CO2. Most of our boots are in fact vegan, so we will be introducing a certified vegan edit very soon. We have for some time been donating boots that are fit for purpose, but unable to be sold. We have donated more than 115,000 pairs of boots in recent years. We have then also just introduced a service in the UK, where our customers can return their old boots, which are ground down and used as filler, kickboxing bags, or playground flooring, saving up to three tons of CO2 for every ton of rubber. We are planning to roll this out globally in due course. Specific to apparel, we are introducing outerwear made from recycled polyester next spring.

On Hunter's Most Iconic Moments

PS: Meghan Markle [5] was spotted in Hunter boots recently, which reignited a lot of buzz about when celebrities have worn the wellies in the past. Do you have favourite Hunter style moments from over the years that you deem iconic?
AW: Kate Moss [6], of course. The image of Kate at Glastonbury is a milestone in the brand's history. Otherwise, I have to mention the Royal Family. We are very proud of holding Royal Warrants from the queen and the Duke of Edinburgh. Prince Charles has always worn our boots. We were delighted to see Meghan in the boots, but then also Prince George when posing for the most recent family Christmas card!

PS: Hunter is a staple at Glastonbury, but how is the brand making itself known on the festival circuit this year?
AW: We are known as the go-to festival brand, but we believe it's much more than that. For our customers who attend festivals, we are embedded in their festival experience. In 10 years' time you'll still be recounting your festival experience and for our brand to be wrapped up in that memory pool is priceless. We celebrate the festival of Summer, so music festivals are as important to us as many other events, such as heading with friends upstate or being with family in your own backyard. Hunter is a part of all these experiences and that is what makes the brand so unique.

The Hottest Hunter Product of 2019

PS: What's your favourite piece from Hunter right now?
AW: For right now, I'd say the bum bag (or fanny pack, as you call it on your side of the Atlantic [7]). It's been such a success, it initially sold out and so we brought it back for festival season. It was worn by several celebrities at Glastonbury just this month. I am also though really excited for the introduction of our cold offer for this Winter, particularly the launch of our new Sherpa and Snow boots.

PS: Are there any exciting releases or projects you can give us the scoop on for the coming year?
AW: We have many, however I can't reveal them yet! What I can say is that you'll see us coming back with another experiential activity this year in key cities around the globe, including London, Tokyo, and New York to celebrate the enormous success of our backpacks. Keep your eyes peeled!