Completing the Swann Song
Yesterday we began our New Zealand Swann song, the story of the swanndri and today we finish this writer’s retelling of that wonderful story. It’s believed that the real reason for Boome’s success was the fresh, distinctive Swanndri trademark, one of the earliest examples of branding. He designed, developed and registered it and that was the key to his sales. But as to why they were called Swanndris, no-one knows. The reason for the trademark two Ns has also been lost in the annals of time.
Four years before his death in 1943, William transferred his business to wife Ivy who, in 1952, passed it on to her son, Brian Broome. Three years later both the business and the trademark were sold to John McKendrick of New Plymouth in exchange for royalties. John McKendrick operated a clothing factory under the name John Mack Ltd. In 1964, John McKendrick paid Brian Broome £350 for the entire trademark rights and continued to produce a range of Swanndri products in his Waitara factory. In 1975, McKendrick sold the business for an undisclosed sum.
It was John McKendrick who introduced pre-shrunk fabric for Swanndris, which did away with the time-consuming, hands-on, chemical waterproofing process. Being very tightly woven, the fabric was already weatherproof, which made it more wearer-friendly and meant garments could be made in different sizes.
“When his grandfather was weatherproofing them, you could feel the alum on the cloth,” Bob said. “It would vitually suck the moisture out of your hands. Some years after McKendrick took over, I touched one and it was just wool.” Little did William Broome realise when he made his very first Swanndri, that nearly 100 years later, the ubiquitous ‘swannie’ would still have a reputation that remains unmatched.
Probably anyone who has worked outdoors for any extended period of time has worn one. Many in New Zealand can say they’ve had one hanging on the back of a door at one time or another. Everyone, that is, except Bob Bowler, the grandson of the original maker, his grandfather.
Today the Swanndri is a strong and vibrant part of the New Zealand apparel industry, with markets established in the United Kingdom, Japan and Australia. In July 2004, a whole new era was heralded in after a multi-million dollar management buy-out saw Swanndri New Zealand Ltd purchase the brand from Alliance Textiles.
The label changed from being seen solely on a bush-worker’s jacket when Swanndri entered the fashion industry with a whole new range. With more than 70 styles available for both men and women, the most popular is still a long bush shirt called the Original. Around 3000 Originals alone are sold each year with the most popular colour being olive, followed by blue/black and red/black check.
A suit said, “The Swanndri brand has a story and heritage that is unique and compelling. It is a New Zealand legend. It is real, authentic and it performs. Swanndri is part of New Zealand’s heritage and about as ‘Kiwi’ as you can get.’ A couple of my cow-cockie friends told me, “they’re the best bloody thing before sliced cheese!”
And just to show you she can do versatile and flexible herself, yesterday’s ‘Barbie’ dresser Karen Walker can go from catwalk to cowshed since she designed the ‘Trench Coat’ for the Swanndri Company with its wool collar, cotton nylon blend outer with waterproof, windproof and breathable liner.
It’s a fully tape sealed garment with a double ended zip, two fleece lined external pockets, internal pocket, functional removable hood and internal storm cuffs. What more could you want! Gees even aussie export Russell Crowe (who wears swannies alot) couldn’t hold a telephone to that, much less throw one!
