A global clothing brand inspired by the Otago landscape is set to open a flagship store in Dunedin.
Huffer founder and brand director Steve Dunstan, of Auckland, said a Huffer flagship store would open in George St in November.
Up to five staff would be employed and the shop would be fitted out by Dunedin tradespeople.
The shop would be the fifth flagship store in New Zealand.
Mr Dunstan said living among the mountain ranges during winters spent in Queenstown inspired him to establish the range of snowboarding outerwear in 1997.
Huffer opened a store in Queenstown in June and its target market was tourists visiting the resort town.
The target market in Dunedin was the city's residents, especially students. Huffer was only available in Dunedin from clothing store Slick Willy's at present.
The Dunedin Huffer store would stock different clothing from what was available at Slick Willy's.
Mr Dunstan was not concerned some clothing shops in George St had closed or moved because of high rents.
Some of those shops had been selling clothing from big companies, which could find it harder to keep up with trends, he said.
''When you [clothing companies] get big, it's harder to move with the times. Trends move pretty quickly. It's fashion.''
