Designer takes rural icon to urbanites

The clothing company that will be forever linked to "Kiwi blokedom" is doing a deal with a leading New Zealand fashion designer.

Swanndri has entered a partnership with designer Karen Walker, to create garments that work as well in downtown Auckland, Tokyo, and New York as they do on the farm.

Company manager Julian Bowden said it is a way of making Swanndri values more relevant to New Zealanders, and increase its appeal offshore.

Ms Walker sais she sees the project as looking at Swanndri through urban eyes.

- NEWSTALK ZB