As part of their rebrand, Farmers Guardian caught up with Loren Pocklington, brand coordinator at Kaiwaka to find out all about the rebrand and changes to the design.
Shaped by decades of farmer feedback, real-world testing and learning through its trialist network and repairs programme, the refreshed identity better represents a focused, farmer-first brand. While expectations of workwear have grown to include comfort and mobility alongside protection, Kaiwaka's core values remain unchanged. These principles are reflected in the updated Stormforce range, refined by farmers to deliver reliable, long-lasting performance.
As part of their rebrand, Farmers Guardian caught up with Loren Pocklington, brand coordinator at Kaiwaka to find out all about the rebrand and changes to the design.
What sparked the decision to rebrand Kaiwaka at this point in your journey?
In 2025 Kaiwaka celebrated 200 seasons. 50 years of facing up to the elements, getting the job done and coming back for more. That milestone represents far more than an anniversary. It reflects five decades of winters, calving seasons, lambing periods and long days spent working outdoors, where gear has to perform reliably, season after season. Those 200 seasons have provided constant learning, driven by real use and real feedback from farmers.
Over that time, Kaiwaka has evolved alongside the people who wear it. Through our global trialist network, farm visits and free repairs programme, we've seen how expectations of workwear have changed. Farmers are still demanding absolute protection from the elements, but they are also asking more of their gear in terms of comfort, breathability, movement and longevity. Our products had continued to advance in response to those needs, but our branding no longer fully reflected that evolution.
Two hundred seasons gave us confidence in our foundations and clarity about our future. The rebrand is simply a clearer reflection of a brand built by farmers, shaped by time, and grounded in practical experience
"The rebrand wasn't about changing who we are. It was about aligning the brand with what Kaiwaka has become through 50 years of experience on the land. It allowed us to more clearly express our farmer-first approach, our reliance on real-world testing, and our commitment to making workwear that is designed to perform and made to outlast."
What problem or need was the new gear designed to solve?
The updated Stormforce range was developed directly from feedback gathered through our global trialist network to address common challenges farmers face during long, wet days on farm.
Farmers consistently reported overheating during physical work, so the range was redesigned with a mesh-lined internal structure to improve airflow, release heat and moisture, and dry faster between wears.
Ease of use was another priority. Traditional domes on storm flaps were difficult to fasten with wet or cold hands, often leaving storm flaps open. In response, Stormforce jackets now feature magnetic closures that seal automatically, improving protection with minimal effort.
Storage needs also drove change, with farmers relying on their jackets to carry tools and essentials. Redesigned dual-entry pockets provide greater capacity while remaining secure and easy to access.
Improved visibility was added through increased reflective detailing on the front and back of garments, supporting safer early starts and late finishes.
Finally, durability improvements were made after trialist and repair-programme feedback identified high-wear areas. Reinforced seams, cuffs and movement zones now improve longevity.
"Every update to Stormforce is rooted in farmer feedback, delivering wet weather workwear that is more comfortable, intuitive and built to perform season after season."
How did customer feedback shape both the rebrand and the product development?
Customer feedback has shaped both the rebrand and the Stormforce range in the same way it always has at Kaiwaka, by listening first and responding with purpose.
On the product side, feedback from farmers in our global trialist network played a direct role in how the Stormforce range was developed. Farmers shared what worked, what didn't, and where gear could be improved once it was worn day in, day out. That input led to tangible changes, from improvements in breathability and drying times, to easier-to-use closures, more practical storage, improved visibility and reinforced construction in high-wear areas. Every update made to Stormforce can be traced back to something farmers told us in the field.
That same feedback loop also influenced the rebrand.
"As we listened to farmers, it became clear that Kaiwaka was known first and foremost for being practical, reliable and built to last. The products had continued to evolve through real-world testing and refinement, but the brand needed to more clearly reflect that farmer-first reality. Feedback reinforced that farmers value clarity, honesty and function over hype, and the rebrand was shaped to express those values more clearly."
Rather than treating the rebrand and product development as separate projects, both were guided by the same principle: staying aligned with the people who wear the gear. Customer feedback didn't just inform individual design decisions, it reinforced who Kaiwaka is and where we're heading.
In that sense, the rebrand and the Stormforce range are two sides of the same process. Both are the result of listening closely, refining thoughtfully, and staying focused on making workwear that performs in real conditions and is made to outlast.
Farmers can explore the updated Stormforce range and experience the difference for themselves by finding their nearest Kaiwaka stockist.
Look out for Part 2 of our interview, where we take a closer look at how Kaiwaka have raised the bar with the new range.
