Swanndri is one of the most trusted outerwear brands in New Zealand, ideal for any type of weather. It is fitting that the latest Autumn and Winter collection has been inspired by nature and the great diversity of landscapes in our backyard, taking ideas from natural colour tones, textures, and technologies.
The latest collection also commemorates the 110th of the label's founding, which includes several initiatives to celebrate the milestone, limited edition products, and collaborations. Darren Barry, head of design at Swanndri, said he used heritage and urban flavour to silhouette and material when drawing inspiration.
"Contemporary check designs give our Swanndri classics a fresh seasonal vibe. Wool, Cotton Canvas and Oilskin are the key fabrications we are showcasing. Jackets are always key for us in winter, so it's about how we can keep them fresh and functional," said Barry.
In addition to the seasonal collection, a smaller range called "End of Role" will be launched, inspired by the vital theme of sustainability.
"This concept uses up fabric that is destined for landfill. The limited-edition styles are designed using up the fabric role ends, closing the fabric wastage loop. We are very excited about this concept and its future. One of these 'End of Role' initiatives will be a product collaboration with a New Zealand brand called Feldon Shelters."
The Autumn Winter collection has always focused on natural materials, with wool being the label's signature material of choice. Wool is used because it is highly breathable, warm, soft on the skin, and durable. Swanndri continues to look into wool technologies and partners with NZ Merino. ZQ Merino is an ethically sourced initiative used in most Swanndri wool jackets.
Swanndri has been around for 110 years, so it has become a Kiwi wardrobe staple. Barry described the customer base as being very broad.
"Some have been passing down Swanndri's to their children and purchasing new styles as and when they have a need for them. Others are weekend adventurers who want quality gear from a trusted brand and newer customers adopting the nostalgia of the bush shirt in an urban setting. Depending on what you're buying and how you're wearing it, there's something for everyone."
The colour strategy has been a priority this season, ensuring the collection is cohesive and merchandises well in store. The brand considers colour a foundation for the collection and future collections to help tell the seasonal story. Barry added that by utilising traditional fabrics such as wool and oilskin, there are some stand-out pieces.
"The men's Moreton Oilskin Hoodie and the Dunwich Wool Hoodie, as well as the Women's Rosewood Oilskin Hoodie and the Women's Anchorage fuse traditional fabrics into urban styling."
