The forthcoming consumer-facing ‘moments’ aim to build on Hunter’s authentic connection to music festivals, which has been developed through revellers’ need for waterproof boots at muddy events.
The strategic move comes as the brand announced it wanted to step away from launching activity in line with the traditional fashion calendar.
Its Original label has previously delivered four tech-led seasonal catwalk shows, working with the likes of Instagram and Periscope to amplify the show experience.
Alasdhair Willis, Hunter’s creative director, said: "Hunter has been on an incredible journey these past two years, gathering real momentum as we set about transitioning this 160 year business. During this massive transformative period we have delivered four brand-defining Hunter Original shows at London Fashion Week.
"Using this success as a strong tail wind, and continuing our commitment to innovate, now is the time to push things further. At this time within our industry, the moment is right to change things up and, as a brand, Hunter can do just that. I’m excited about our plans for the next two years that will see us keeping the customer central to everything we do."
Hunter has also announced plans to open a number of flagship stores in key markets next year.
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