Think of the brand Hunter, and rubber rain boots (or wellies) come to mind. Its heritage weatherproof footwear has garnered a cult following and a fashionable fan base—hi, Kate Moss—particularly around festival season, when many concertgoers stomp around the mud and terrain in its shoes. As festivals like Coachella start up this year, Hunter is releasing one of its biggest brand expansions to date: an affordable spring collaboration with Target. We bring you the trends; you make it yours. Sign up for Glamour's daily newsletter to find the best fashion for YOU. When I came into Hunter [in 2013], we were 98 percent or 99 percent rubber boots—and out of that 98 percent, it was basically one style, in two color ways," Hunter Creative Director Alasdhair Willis tells Glamour. "We’ve been quite wide in our aesthetic and the color palette [with this collaboration]…. The concept really lends itself to a level of fun."

Ultimately, the spirits of our brands are pretty well aligned, and that is usually quite rare in a collaboration," Willis adds. "Out of the two collaborators, there’s usually one that has a bit of a power play in some way over the other, and I think with this collaboration, that just wasn’t the case. When we come together, it really feels genuine.” From a consumer perspective, Mark Tritton, Target's chief merchandising officer, thinks that rings true: Even if customers didn't own Hunter boots already, they definitely know of their value. "Our guest research showed that [Hunter] was number one in terms of the brand recall and attitude toward the brand, so it was just a slam dunk," he says.