Emu Australia marks 25th anniversary with heritage collection

Emu Australian known for its sheepskin boots, is marking its 25th
anniversary with a new product range celebrating the brand’s heritage and
innovation, with a collection featuring shoes, sliders and boots with
“chunky soles and big personality”.

The 7-piece Sharky range for autumn/winter 2020 aims to highlight the
brand’s innovative offering, inspired by the Great White Shark, famous to
Australia, and features chunky ‘shark teeth’ soles as well as two-tone sole
units, pops of colour and on-trend transparent soles.

Paul Neate, owner of Emu Australia said in a statement: “I can think of
no better way to mark EMU Australia’s 25th year than developing a new
product line that combines our latest sheepskin innovation, while talking
to our coastal and Australian heritage, with fashion-forward nods towards
the future.”

The pre-release collection features the ‘Sharky Mini’, described as a
“bold update to an all-time favourite” which is available in dark grey,
black with a crimson sole, and deep teal, while the ‘Threaser’ is the
“classically feminine sister” in the collection with Chelsea-style boots
featuring exposed sheepskin available in chestnut, coriander and black, and
the ‘Wobbegong’ is a statement woolly, sheepskin slider with serrated teeth
soles, available in natural, grey, and black.

“The three styles available for exclusive early release will only be
while stocks last, so those who miss out, will have to wait patiently until
the official launch in July 2020,” explains Neate.

These will be followed up in July 2020 with the full collection launch
including ‘Swell’ a sheepskin-lined shoe with a slingback strap, the ‘Mako’
a mull-style shoe, the ‘Threaser Action’ a more rugged style ankle boot,
and the ‘Reef Action’ a sheepskin-lined shoe.

Emu Australia launches ‘Sharky’ collection to celebrate 25th

In 1994, Emu Australia entered the market with its sheepskin boots, and
over the years the brand has embraced innovation by expanding their product
range to include leather, waterproof and summer styles, as well as furry
sliders, slippers and trainers, for women, men and children, while staying
true to their “ever natural” ethos using Australian sheepskin, which is
thick, comfortable and water-resistant.

Neate added: “Over the last quarter of a century, Emu Australia has
progressed from one style of sheepskin boot to a premium footwear and
accessories brand that designs and makes products from the very best
natural materials for women and children, all year round.

“Leading waterproof and water-resistant technology are now standard for

Key styles for the brand, other than their classic sheepskin boots,
which come in mini, low and high, includes its sell-out Mayberry slider
style slipper that comes in a huge range of colours, from timeless classics
such as black, white, grey and tan, to colour pop brights like pink, red,
blue and mustard, as well as washable wool sneakers, and its ‘Little
Creatures’ collection of animal inspired boots and shoes for children,
toddlers and babies, all of which are lined with Australian Merino wool.

Emu Australia is available in 70 countries and is carried by retailers
including Free People, Anthropologie, Sundance, Globetrotter, Gravity Pope,
Harvey Nichols, La Rinascente, Illum, David Jones and premium boutiques.

The retailers the brand partners with is a described as a key strategy
by Neate: “We choose to align with like-minded, best-in-class retailers
ranging from large premium department stores to privately-owned
independents who provide their customers high quality products and
excellent customer service.”

Emu Australia will be celebrating its quarter of a century, over the
next 12-months with a marketing plan that includes a combination of
“digital amplification and rich story-telling”, from user-generated content
from fans to trade assets for key retail partners.

The pre-release Sharky collection is available now, with the full
collection dropping in July 2020.

Images: Emu Australia

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