How Ridgeline Is Leading the Charge of New Zealand Brands in British Farm Clothing
New Zealand may be more than 11,000 miles away, but its impact on British farmwear has been anything but distant.
Known for its impressive landscapes and tough-as-nails outdoor culture, the land of the long white cloud has quietly woven its influence into the fabric of British farming, thanks to the rise of iconic Kiwi brands like Ridgeline.
For us here at Hollands, we've had our own Kiwi influence along the way. My sister, Sarah (who you may have seen on our blog, writing about all things equestrian and dog walking!) lived in Christchurch for a while, and we've even had a New Zealander on our warehouse team in the past. But it’s the New Zealand brands we stock - especially in our farm clothing collections - that have truly brought a piece of the Southern Hemisphere to the British countryside.
Fascinatingly, it almost seems like there's a takeover happening, with more and more of our British farmers making Ridgeline and other Kiwi brands their go-to for agricultural workwear. So, we thought we'd take a closer look into the who, how, what, and why; using our very own Ridgeline to lead the way.
Ridgeline Clothing: A Kiwi Original, Now a British Staple
Ridgeline is the perfect example of the Kiwi invasion into British country wear.
It’s a brand that started in the rugged backcountry of Aotearoa. Its very first range was introduced in the 1994 March/April issue of Guns and Hunting magazine, instantly setting the tone for what the brand was all about - functional, durable clothing built for the outdoors.
In 2007, Ridgeline decided to cross the ocean, and just like many adventurous Kiwis who do their OE (overseas experience) in the UK, Ridgeline found its footing here. Fast forward over 15 years, and while many Kiwi expats have returned home, Ridgeline has stayed - and thrived.
We stock their agricultural workwear and country lifestyle clothing here at Hollands because we believe in it, and frankly, so do our customers. Before we even have chance to recommend the products to anyone who calls us up, they're already asking, "Do you have any Ridgeline clothing?" Of course, the answer will always be: "Yes!"
Ridgeline Jackets, in particular, practically fly off the shelves and are a clear staples across the farming community. The same with Ridgeline smocks, like the bestselling Monsoon. That's just the start too, they've got waterproof trousers, bush shirts and fleeces, trucker caps, and so much more.
How Did Ridgeline Clothing Take Root in the UK?
With so many great British farm clothing brands out there, you might wonder why a New Zealand brand has become so popular. After all, the UK has a long history of producing incredible outdoor clothing, and British farmers are known for their loyalty to homegrown products.
The answer to Ridgeline’s success comes down to two main factors: the similarities in the landscapes we both face and Ridgeline’s careful, thoughtful approach to the UK market.
Bridging Two Landscapes
Comparing two countries can often seem like comparing apples and oranges, but when it comes to the countryside, NZ and the UK do share some familiar challenges.
New Zealand’s landscapes are famous for being wild and varied - everything from dormant volcanoes to glaciers - but let’s not forget, Britain has its own impressive scenery. In fact, we look out the windows on our own farm, and we can see the beautiful Kinder Scout beyond the fields.
And then, of course, there’s the weather. Sure, New Zealand’s summer happens when we’re braving the winter, but no matter where you are, battling the elements is a constant. Which means that the need for gear that can handle everything from blustery winds and heavy rain to bright and sunny days is universal. Admittedly, New Zealanders do have to worry more about the sun. During Kiwi summers, the UV Index regularly reaches over 12, aka classed as “Extreme.” Whereas, in the UK, reaching UVI 8 is considered extremely rare.
But this shows that anything originally designed for New Zealand landscapes is built tough - it has to be! And that's just what we need for our own farm life.
Adapting for the British Market
However, in saying that, Ridgeline didn’t just pack up and ship their products to the UK without thought. They’ve taken the time to adapt their designs for the unique demands of British farmers, and that’s been a huge part of their success.
But perhaps, this rise of popular Kiwi brands in the UK reflects a larger social issue at play: globalisation. Over the years, the world has essentially shrunk to the size of a phone screen, and what used to be "things that have happened" has turned into "things that are happening". We're witness to everything that goes on across the world with just a touch of a button. Suddenly, 11,000 miles doesn't seem quite so far away.
And beyond that, it’s opened the door to cross-cultural exchanges in fashion, technology, and innovation. So, globalisation has made it possible for brands like Ridgeline to break through, proving they understand the needs of British farmers just as well as any homegrown label.
Ultimately, it all comes down to trust. Since arriving in the UK, Ridgeline has quietly built a solid reputation, relying on quality over flashy marketing. Farmers noticed - and when word spread, the rest followed. That commitment to reliable, long-lasting clothing has earned Ridgeline a loyal following, and it’s a name that farmers recommend without hesitation.
Why Do British Farmers Love Ridgeline Clothing?
As we've said, it’s not just about being seen - it’s about having the goods to back it up. The real reason British farmers keep coming back to the brand is that the clothing delivers, plain and simple.
For many farmers, Ridgeline feels like a brand that just "gets it." And it’s not hard to see why:
- Durability: Ridgeline’s reputation for hard-wearing fabrics means that a waterproof jacket bought today will still going strong years later. If you've got something that good, it's a no-brainer to why you'd rave about it.
- Weatherproofing: Whether it’s a torrential downpour or a biting chill in our bitter winter, Ridgeline’s expert waterproofing and windproofing technologies make sure farmers can stay out in the field without worrying about getting soaked through or freezing to the bone.
- Versatility: Farmers can wear them while working in the field, knowing they will hold up to daily use, but also feel just as comfortable wearing them for outdoor activities like hiking, shooting, or walking the dog. Double the wear, better the investment.
The gear isn’t overly complicated or fashionable for fashion’s sake - it’s functional, dependable, and designed with real life in mind. This appeals massively with those who spend their days outdoors, where staying dry and warm can mean the difference between a productive day and a miserable one.
It’s this combination of durability, weatherproofing, and versatility that has cemented Ridgeline’s place in the UK. Because whether you’re in the British countryside or the New Zealand hills, good clothing speaks for itself.
What’s Next for New Zealand Brands in the UK?
Ridgeline’s success isn’t an isolated case. Other New Zealand brands, like Swazi, Skellerup, and Aniwell, are gaining ground in the UK too. In fact, at Hollands, we’ve seen a growing number of customers asking for Swazi by name - especially "The Hood", which our warehouse team know like the back of their hands!
Looking ahead, it’s exciting to think about what’s next. With British tradition and Kiwi ingenuity both bringing something unique to the table, we might soon see collaborations that blend the best of both. Given how these brands have caught on, it feels like we’re only scratching the surface of what’s possible.
In the end, Ridgeline and others like Swazi have shown that no matter where you are, practical, proven gear always finds a place.
Summary
New Zealand may be thousands of miles away, but brands like Ridgeline have brought the best of Kiwi practicality right into the British countryside. It’s not just clever marketing - it’s gear that’s proven itself time and again, on both sides of the both world.
At Hollands Country Clothing, we’re all about bringing you brands that fit the way you live and work. So, if you haven’t tried these Kiwi imports yet, maybe it’s time to see what all the fuss is about! We'd say our fantastic Ridgeline collection is the perfect place to start.
About the Author
Robert Coates is no stranger to the world of farm clothing! Residing on his family farm in the heart of the Cheshire countryside, he understands the importance of durable, practical garments for those who work the land. Whether he's discussing the latest innovations in waterproofing or sharing tips for selecting the best wellies, Robert's expertise is built upon his daily interactions with the challenges and rewards of agricultural life.
