POPSUGAR: This past year, Hunter has delivered releases that appeal to a variety of customers, from the Target collab to the boots at Stella McCartney's Winter 2019 runway show. How do you choose which endeavors are right for the brand?
Alasdhair Willis: Hunter appeals to such a broad group of people. So we can naturally collaborate with a variety of brands. The priority for us is to work with partners that share our values and spirit. The Target collaboration is a good example. Both brands speak to the whole family, to the outdoors and importantly also a sense of fun! So the collection and the Ultimate Family Festival celebrated this. We also introduced new products into the collection for the first time, like coolers or the Hunter for Target wagon. On the other hand, sourcing sustainable materials is really important for us. So, the collaboration with Stella McCartney, on what may be the most sustainable boot ever made, has been an important step forward.
PS: What was it like collaborating with your wife for her Winter 2019 show?
AW: My wife is an incredibly talented designer and businesswoman and it felt the right moment for us to collaborate. The Stella McCartney and Hunter brands have many shared values — her environmentally friendly ethos, distinctly modern aesthetic, and Hunter's iconic British heritage. We have created a new generation of footwear and are very proud of the result.
PS: Do you have plans for further collaborations in the future?
AW: We have some very exciting collaborations coming up, though many of which I can't yet talk about. However, one coming out very soon is a collaboration with Peppa Pig, which launches this week! The collection celebrates our shared love with Peppa of muddy puddles! It also coincides with the release of an episode, in which Peppa attends her first festival. Perfect timing. We then of course have the collaboration with Stella, which goes on sale in September. Beyond that, you will have to stay tuned, but there are some collaborations exclusively for our US customers to watch out for.