Sew interesting: Julian Bowden

People are looking at Swanndri from a new perspective, says Julian Bowden (inset).

Julian Bowden is responsible for Swanndri leaving its cow-cocky reputation down on the farm in a brand makeover that has led to collaborations with leading fashion designers and artists.

Chief executive Bowden and four other investors led a management buyout two years ago. Before that, Bowden spent 10 years working for Canterbury of New Zealand in senior management positions, then moved to Alliance Textiles where he was one of the drivers behind the Swanndri brand.

One of the first things Swanndri's new owners did was bring internationally renowned designer Karen Walker on board to inject some original design ideas and a global outlook to the brand.

As part of its new direction, Swanndri also opened its first Concept Store in Wellington earlier this year, with a second store due to open in Auckland in August.

What do you like about your job?

Being part of a great team that is driving the evolution of one of New Zealand's most iconic brands which has been loved by generations of Kiwis.

Where did you get the idea of collaborating with top New Zealand fashion designer Karen Walker?

Over a few beers the day after we had bought Swanndri. We always believed design was a key element of the brand that needed development and revitalising. We knew we had to work with the best designer - and now we are.

Were you inspired by Burberry, the reinvention of this classic English brand?

No. We were inspired by Swanndri's rich, 93-year heritage. We've broadened the brand's appeal in new markets and people are looking at it with a fresh perspective. Heritage can't be bought or manufactured.

Did you wear Swanndri before you bought the company?

Yes. Like most Kiwis I grew up with the brand. I wore a Ranger shirt, particularly when out riding our horses.

What is the one piece of Swanndri everyone should have in their wardrobe?

The Swanndri by Karen Walker trench coats, for women and men. From the Swanndri Classic range, our Ranger shirt. The pieces are ideally suited to being outdoors in our cold temperatures and the quality of the products means you'll have them for years.

What's the next collaboration you have planned - I hear you may have something going on with artist John Reynolds?

Yes, we are working with John on some ideas for our summer range which is really exciting. Our focus on producing quality products which appeal to wider markets will see us continuing to work with interesting people on innovative ideas, drawing our inspiration from a number of different sources.

Are you taking a little bit of Kiwiana to the world?

Absolutely. And in doing so we're appealing to an international audience's hunger for authenticity.

What's your global strategy - where will the new-look Swanndri work best?

Wherever the weather is cold and people have an appreciation for great design and practical garments. Europe and Britain are key markets.