as a farm boot. It took a trip to the other side of the world, in fact, for the Blundstone joint CEO to properly understand that the boots were, to many, covetable fashion accessories.
Another local triumph, R.M. Williams – founded in 1932 and now owned by Andrew and Nicola Forrest – is just as likely to be seen on the foot of a farmer as it is on the streets of London. And Ugg, founded by Australian surfer Brian Smith in 1978 and now owned by American shoe conglomerate Deckers Brands, seems to be discovered anew by each successive generation – most recently through TikTok.Paul Grossman is the chief executive of.
Grossman has only been in his role for two years. In that time, he’s thought a lot about what R.M. Williams stands for. One thing is clear: it is not everything, to everyone.“We don’t chase every customer because we don’t want to steer too far away from our DNA,” he says. There are certain design principles that will not change: the use of a single piece of leather to craft the boots, for instance. “But we do experiment with different materials such as recycled leather,” he says.
“In the early 2000s you had people like Paris Hilton making the brand cool,” he says, “and now it’s people like [models] Hailey Bieber and Emily Ratajkowski.” Yes, he admits, the company “seeds” gifts to influencers, but much of the marketing is spread through TikTok, and is organic. “There are styles that constantly sell out – because they are featured on TikTok – that we have nothing to do with,” he says.
Adam Blake doesn’t think of Blundstone as a fashion boot, though others do. “We don’t consciously chase fashion,” he says. “We can barely believe people think we belong in that space, although they seem to.”
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