Ms. Wong's most essential piece of gear is on her feet: knee-high rubber Hunter boots.

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Hunter boots are also carried in Bergdorf Goodman, Bloomingdale's and 400 other outlets in the U.S., which represents 30% of its sales.

FORBES: A Brand Re-Booted

In 1977 Prince Philip, Duke of Edinburgh, awarded Hunter boots a Royal Warrant, which designated the company as an official supplier to the royal family.

FORBES: A Brand Re-Booted

The brand got its first celebrity exposure in 1981, when Princess Diana--then the shy, unstylish Lady Diana Spencer--wore green Hunter boots in her pre-makeover engagement photos.

FORBES: A Brand Re-Booted

Under Todd, Hunter started playing up its association with the royals by making the Royal Warrant logo more prominent on the tags and packaging of Hunter boots.

FORBES: A Brand Re-Booted

"I believe in the stereotype that British culture is more conservative and classic, " says Justina Lee, a 24-year-old auditor who lives in Manhattan and owns a pair of purple Hunter boots.

FORBES: A Brand Re-Booted

Their delicate texture alone is enough to make a hunter strap on his boots at the first trickle of melting snow.

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During World War I the company, which eventually became known as Hunter, produced 1.2 million rubber boots that soldiers could wear in trenches.

FORBES: A Brand Re-Booted