Heritage pieces that work hard, last for years, and fit seamlessly into life outdoors- the country clothing brands we know and love are a true reflection of rural life.
They’re a testament to the quality, tradition, and timeless style our country wardrobes represent, and this year, there’s a new name on the country clothing block: a standout New Zealand brand that’s quickly making a splash here in the UK.
New to Holland's Country Clothing, introduced only in February, Swanndri has joined the growing collection of international country clothing brands, and is already proving a natural fit for those who value durability, performance, and effortless country style.
In this post, we’ll share the story behind Swanndri’s legacy, explore what sets their products apart, and explain why this New Zealand outerwear favourite is fast becoming a staple for UK country clothing lovers.
Signet to Swan: The Swanndri Story
If you’ve ever looked at a swan and noticed how its feathers naturally repel the water, well, that’s exactly the inspiration founder and tailor William Broome took in 1913 Taranaki, New Zealand.
Setting out on his mission to design a garment that could withstand the country’s rather unpredictable weather, Broome created his first heavy wool shirt, which kept the wearer warm, dry, and protected against the elements. He named it "Swanndri," a nod to that clever bit of nature’s design - but why not after the more famous bird, which keeps water off its back? Well, as it turns out, ‘Duckdri’ sounds a whole lot less catchy than Swanndri!
Now joined by a product range of over a few hundred garments for wear across the seasons, Swanndri has grown to become one of New Zealand’s most popular and iconic outerwear brands, keeping rural New Zealanders covered and comfortable for over a century, no matter what the weather has to offer.
Popularity Across the Pond
Known for its hard-wearing, high-quality wool garments, Swanndri has made its way across the pond and is now turning heads in the British countryside with its rugged yet refined style.
But there are no ruffled feathers here, as the British country clothing scene embraces brands that speak their language, it’s no surprise that Swanndri is striking a chord. With its story, respect, and deep connection to rural life, the brand naturally aligns with the values of traditional British country wear, loved for its quality craftsmanship, timeless longevity, and hard-wearing durability.
Yet it’s not all work and no play, as Swanndri’s updated cuts and understated designs mean their shirts and jackets swim effortlessly from the lake to the pub. Whether layered under a gilet, paired with wellies, or worn under a waxed jacket, Swanndri pieces slot effortlessly into the modern country wardrobe, with the all-round durability, water resistance, and ease of movement that’s made for country life.
When Broome originally migrated from the UK to New Zealand at twenty-one, you could say the brand has finally made its way back, and found itself quite at home in the British country clothing wardrobe.
Signature Pieces: Swanndri at Hollands
Not already familiar with the Swanndri collection? Not to worry- we’re here to bring you the lowdown on the best signature staples from the brand, and, when New Zealand's most iconic outerwear brand meets Hollands Country Clothing, you can trust it’s country wear that’s made for business.
The Original Wool Bushshirt
Where it all began, the very first of Broome's pioneering innovations: the original short-sleeved woollen Bushshirt, in a one-size-fits-all design due to the lottery of the waterproof fabric shrinking.
Fast-forward to today, and the bush shirt remains one of Swanndri’s most popular products, and you'll be pleased to know it now comes in all sizes!
Crafted from one hundred per cent New Zealand-grown Wool, the Swanndri Original Wool Bushshirt is perfectly suited as an all-weather defence against the equally unpredictable British weather. With the shorter Ranger Wool Zip Front Bushshirt also arriving from across the pond, a staple Bushshirt is functional, versatile, and always distinctly Swanndri.
Oilskin Outerwear
A go-to for season after season, a Swanndri Oilskin Jacket is not to be missed when looking for that practical all-round outer layer.
Featuring a one hundred per cent New Zealand-grown wool lining, styles like the Men's Waimak Oilskin Jacket and Men's Foxton Oilskin Vest are ideal for those looking for solid protection during a day of hunting, fishing, or camping (and comfort for a call at the country pub on the way home!)
For those warmer but still drizzly months, Swanndri even offers a three-quarter-sleeve oilskin Jacket. So whether you’re out on the quad, feeding cattle, or heading into town, these jackets really do have you covered in every way—and don’t forget your oil-skin wax tin for that essential reproofing!
Swanndri Shirts
If you’re looking to break a sweat, Swanndri ensures you’re work-ready. With options like the Bendigo and Fundamentals work shirts to turn to, you’ll never be left in the lurch when the job list goes past five.
After casual country that can get down and dirty, but also scrubs up? Try a country-style classic like the Lancewood or a contemporary casual like the Paihia shirt, and you have a Swanndri shirt that has your back for every occasion (quite literally).
Shorts and Tees
New Zealand or the UK, a country clothing wardrobe needs to be prepared for when the weather turns up, too. Alongside their rain-ready, wind-weathering outwear, Swanndri also has an extensive range of summer shorts and trusty tees, offering the same rugged reliability- just in a lighter form.
Whether you’re kicking back in a pair of comfortable rugby shorts or eating out in the easy-going Glenbrooks, pair them with a Swanndri print t-shirt and you’ll be cool and comfortable, and looking good this summer, from jobs on the farm all the way to a family BBQ at the in-laws.
Nature Meets Notability
For those who live a rural life, a country clothing brand’s values are just as important as the products they create. At the core of their brand, Swanndri is dedicated to crafting honest, durable clothing that stands the test of time, which, just like its heritage, can be passed down through generations.
Every piece reflects Swaandri’s commitment to craftsmanship, reflecting quality over quantity and at its core, a brand shaped by nature from inspiration to creation. From breathable, weather-resistant wool to sturdy cottons and durable leather, Swanndri’s use of natural materials isn’t just about functionality; it’s a commitment to sustainability and respect for the land.
And it doesn’t stop there. True to its roots, Swanndri’s wool outerwear still begins its journey in New Zealand, and essentials like socks and leather belts are still proudly made there, too. It’s a grounded approach, made from the land, for the land, and one that gives Swanndri its quiet confidence and enduring appeal to the British country wardrobe today.
Craftsmanship for the Countryside
Flying over the pond and settling in the nest of British country clothing, Swanndri has created an authentic, timeless style that feels right at home in the rural wardrobe, no matter which side of the world you're on!
With its durable designs and natural materials that resonate with traditional country values, Swanndri is a brand worth getting to know. Whether you’re out on the farm, walking the dogs, or just want to add a contemporary feel to your country look, Swanndri offers quality, crafted clothing that’s made to last, and made to live in.
Ready to give Swanndri a try? Explore the full Swanndri range, from jackets and shirts, to hats, caps, hoodies and much more, and add some Swanndri staples to your country clothing wardrobe.
About the Author
Matthew Holland
Matt Holland is passionate about sharing tips on how to enjoy the British countryside, whether it’s through family-friendly activities or connecting with nature. Living and working in the beautiful Cheshire countryside, Matthew is a proud advocate for our British farmers and the importance of eating local, seasonal food. He combines his love for rural life with practical advice, helping others make the most of the seasons and embrace the beauty of country living.
