It seems like there's a trend in British heritage brands making fashion news headlines on Thursday morning. (See Burberry's new hire.) Following its successful collaboration with Victoria Beckham, Target announced its next partnership with Hunter. The brand behind the famous Wellington rain boot will release more than 300 limited-edition items with the American retailer, spanning across apparel and accessories for the entire family. (Think backpacks, travel-friendly outerwear, Chelsea boots and pool slides.) Hunter will also dive into home and outdoor items with hammocks, sunshades and coolers.
As expected with any Target collab, the collection will boast affordable prices, ranging from as little as $5 and up to $80, with most items falling under $30. For comparison, a pair of Hunter boots can cost up to $150.
"Our partnership with Target provides a unique and very powerful opportunity for us to share the Hunter story and engage with a very broad audience in the U.S.," said Alasdhair Willis, creative director at Hunter, in an official statement. "We share a similar spirit and brand values. In particular, our appeal to the entire family, and a spirit of joy, optimism and daily adventure. The partnership celebrates this and our connection to festivals and the outdoors."
Indeed, the British brand quickly garnered fashion cred back in 2005, when Kate Moss was spotted wearing a pair of black "wellies" at Glastonbury. Since then, Hunter has been a wardrobe essential during the (sometimes rainy, muddy) summer music festival circuit, so it's interesting to see the label expand its demographic and offerings with a mass retailer like Target. Time to plan a family trip to Glasto, then?
See more images of the upcoming collaboration, which will be available on Saturday, April 14, at select Target stores and Target.com, in the gallery below.
UPDATE, March 23, 10:05 a.m.: Target released a lookbook with images of its upcoming collection with Hunter on Friday morning. You can view it in the gallery below and visit Target.com for more information on product and prices.
UPDATE, April 20, 2:40 p.m.: Ahead of the collaboration's official release date, Target announced that production behind the women's tall rain boots were delayed, and so the item, priced at $40, would not be available online or in stores at launch. On Friday, Mark Tritton, Target's Chief Merchandising Officer and Executive Vice President, provided another update:
After thorough evaluation, we've decided not to make this item available. We're very sorry, but the production simply didn't meet our standards, Hunter's standards, or the standards we want guests to have when they shop at Target. We are working with a third party to recycle the boots.
According to Star Tribune, a few Target customers actually spotted the Hunter boots in stores on April 14, but the retailer's staff did not allow any purchases of the specific style. However, one shopper did happen to snag a pair, which showed clear defects.
In the meantime, you can shop the rest of the collaboration's footwear that's still available, including sneakers and slides.