In 1913, British-born New Plymouth-primarily based William Broome registered the trademark 'Swanndri' for a weatherproof woollen shirt.
Greater than 100 years later, British-born Christchurch-primarily based Quentin Hart turned Swanndri's head designer and inventive director.
Hart's on board not a lot to dramatically make over the model - he is cautious to emphasize this - however extra to increase the Swanndri model's attain and repute past that of "the previous itchy bush shirts worn by bushman and farmers".
And he comes with fairly a pedigree, having studied fashion design in London earlier than spending 4 seasons with high British model Jasper Conran then being headhunted to work alongside Tom Ford when the world-famend designer was gearing as much as launch his eponymous label again in 2006.
After three years working carefully with Ford, Hart determined he wanted "a break and a change in my profession", and booked himself a ticket to New Zealand for a little bit of an OE.
"I truly solely meant to be in New Zealand for six months," he admits, "however I bought a little bit aspect-tracked, and it is seven years on now and I've by no means left Christchurch".
"Working with Tom was an incredible expertise, however I feel ultimately I simply needed greater than that - as a lot as I really like my job I do produce other pursuits as effectively.
"I simply bought sick of the large metropolis actually, I stayed right here [in Christchurch] simply because I find it irresistible, I really like dwelling by the ocean, I surf and I snowboard - and what's actually good about a place like that is I am nonetheless capable of do my work and stay the life-style that I like."
In 2015, he launched his personal design consultancy, and was approached by Swanndri not lengthy after.
"Swanndri have been realising there was potential with the present model to be greater than it at present was, they needed to raise and increase it, make it extra up to date and have some product which is extra of a way of life product, whereas additionally retaining the unique Swanndri clothes and kinds.
Hart's response was to create a sequence of capsule collections focused at totally different retailers and components of the market, from traditional "untouched" Swanndri to city, tailor-made items, workwear and extra informal, weekend kinds.
"We would like this model to be for everyone. They've stated we must be very cautious to guard the long-lasting issues and never mess with that, however then to see how far can we take it into product that does not should be about being within the bush."
"They've actually given me fairly an open transient and I have been capable of mess around with concepts, I've had a lot of artistic freedom."
A pattern of the brand new choices will debut on the runway at iD, Dunedin's fashion week, on March 24-25.
"We won't present the total assortment as a result of it is fairly massive and I feel we have solely bought about 7 and half minutes," says Hart, "so we're exhibiting about 15 seems to be."
"What I need to do with it's present folks the evolution of the model. I will not spoil the shock however we will begin off together with your traditional 'Swannie' look and transition by way of, to attempt to present what we're now producing and the way that relates again to the unique, as an instance the place the model's going."
Hart says he needed to do the iD Dunedin runway to showcase the up to date design component of the model, and since the viewers could have a real connection to Swanndri - in each its heritage and new incarnations.
"With Swanndri having its roots in rural New Zealand, I feel that space - Otago and Canterbury - might be one in every of its largest buyer bases," he says.
"Together with the runway present, there's a couple of thrilling bulletins coming, I most likely ought to hold it beneath wraps…
"However let's simply say Swanndri are sponsoring a effectively-identified sports activities crew that shall be in style within the space...
"And in addition there's a massive flash new Swanndri retailer that is going to be opening in Dunedin, it ought to be open the week after the present.
"So all three of these issues are occurring across the identical time, it's totally thrilling.
Hart says it was him that pushed for the iD runway present, not one thing the Swanndri crew had achieved earlier than.
"They're a fairly down-to-earth bunch of men, they're undoubtedly not what I would name 'fashion folks' however they perceive the model and the market effectively.
"I actually like working with them for that purpose truly, it is form of a no nonsense, 'get on with the job' form of factor."
- Your Weekend