Looks from Swanndri’s latest collection
Good things take time and Swanndri is an iconic New Zealand brand that has invested both time and heart into the evolution of its label. While Swanndri originated (in 1913) as an outwear brand, it has evolved beyond its workwear roots, launching into David Jones’ flagship Sydney store earlier this year as part of a New Zealand Trade and Enterprise initiative and perhaps surprising many with its enduring collection of classic mens and womenswear.
While the humble roots of Swanndri are still infused into every garment, and its classic design elements and commitment to quality materials remain, Swanndri has successfully managed to take its apparel off-farm and mountain and into the city.
Having joined high fashion labels such as NOM*d, Hailwood, and Carlson at iD Dunedin Fashion Week 2017, Swanndri has continued to put itself on the wider market while managing to retain its popularity and loyalty with adventurers and lovers of performance outdoors wear.
It’s no easy task for such a well-established brand to redefine itself for the modern consumer, but thanks to clever and thoughtful direction, Swanndri has achieved the crossover.
Designer Quentin Hart, with a background with international luxury labels such as Tom Ford, joined Swanndri as a designer in 2017 and has been part of this revolution, managing to retain the original DNA of the brand while extending its wider appeal.
There’s an enduring and welcoming simplicity that Swanndri never deviates too far from, and this is part of its appeal.
Available in-store and online now, Swanndri SS22 collection features a range of shirts and shorts in cotton, linen, and performance-based fabrics designed to last through the seasons and beyond. Fresh contemporary styling is at the heart of the new women’s collection, with heritage prints and classic stripes, mixed with an expanded range of summer weight knitwear.
Images supplied