RUBBER SOLE
Hunter brings more than boots to Yorkdale,
On the average soggy, somewhat chilly day in Toronto, one will easily see a dozen or so pairs of tall Hunter boots trotting by. Fashion watchers are about to get even more of an eyeful of the U.K. brand, now that it’s opened its first Canadian store.
The bright location in the newly upgraded wing at Yorkdale Shopping Centre sells a whole lot more than boots. Hunter now offers a full range of outerwear and accessories, all with the same sturdy, minimal but vaguely fashionable look.
“It allows us to immerse the customer in the world of Hunter,” says creative director Alasdhair Willis of the store.
That’s a colourful yet practical world, it seems. The 2,800-squarefoot store features a lit-up band that wraps up one side, across the ceiling and down the other. It’s decorated with images of the Scottish Highlands and, for the bit above, sky and clouds. (Apparently the imagery will change with the seasons. Snow next?)
The merch goes for brightness too. There’s the expected Original Tall Rain Boots ($180) — which actually come in a surprisingly large range of choices, including glossy, quilted, short and more, plus in a rainbow of colours.
(These boots are partially made by hand, hence the price tag.)
The backpacks in various materials, sizes and hues really nail the brand look.
Only at this location can you get the limited edition red rubberized leather pack decorated with a maple leaf ($350).
Surely not made just for us, there are ample coats to deal with our chilly winters, including the Original Midlayer Jacket ($225, $240 for men) and, for women, the warmer Original Astro Jacket ($395) and Astro Parka ($495).
The brand dates back to Scotland in 1856, when it was called the North British Rubber Company. (It was actually founded by an American.)
Those iconic rubber boots were long associated with a rural lifestyle — albeit a high-end one. Diana, Princess of Wales, wore a pair of Hunters in a famous 1981 engagement photo. Then, Kate Moss wore them to the Glastonbury festival in 2005 with a pair of short-shorts.
Ever since, Hunter boots have enjoyed a certain fashion cachet. In 2013, the company brought on Willis, who added coats and more to the brand’s offering, and separated out the very sporty, technical products into a line called Field.
With more to sell, Hunter opened a store in London in 2014, and another in Tokyo in 2016. These ventures have worked very well: the new product lines, which have been only minimally marketed, make up a hefty percentage of sales in these locations. Meanwhile, it’s more of a challenge for Hunter to get its retail distributors, particularly shoe stores, to merchandise bags and coats.
So why here for the brand’s third venture?
“We have a unique relationship with the Canadian customer,” says CEO Vincent Wauters. He says he’s “so proud” of this location, which was designed by the company’s own
Apparently, Canadians love Hunter and the brand sells well here. We’re willing to pay a fair price to keep warm and dry
retail team. (Wauters is also into Canada; he joined Hunter in 2016 after working for Vancouver’s Arc’teryx, which just happens to have its own outlet just a few doors down in Yorkdale.)
Apparently, Canadians love Hunter and the brand sells well here: something to do with our climate, love of the outdoors and our U.K. roots.
The “function and fashion” motto Hunter follows just sits well with us. And we’re willing to pay a fair price to keep warm and dry.
This space came up just more than six months ago, and the retail team put it together quickly — Wauters says it should take up to nine months to pull off a space like this.
On opening day in mid November, prospective customers were waiting to get in. With short and cold days ahead, a little bright, practical fashion is clearly in order.