R.M. Williams Releases New Brand Strategy

man unwrapping christmas gift

R.M. Williams has released a new brand strategy to enhance its products’ quality and durability. Investing in the future of sustainability, R.M. Williams’ new long-term strategy, ‘Crafted for Life,’ will focus on ethical and local manufacturing.

Nicola Forrest AO, R.M. Williams Owner and Director, said that the inspiration for this commitment came from R.M. William himself. When the brand was founded 90 years ago, he vowed to make boots that would last longer.

R.M. Williams boots have always used one piece of leather crafted specifically to outlast all others on the market. ‘Crafted for Life’ honours the brand’s dedication to quality and endurance. They are made for more than a season.

Key fundamentals of the ‘Crafted for Life’ strategy include:

  • Local manufacturing is to be expanded with new local craftsmanship training on offer.
  • Improving sustainability with a circular system of product takeback, refurbishment and recycling.
  • Reducing ‘boot-print’ by vastly reducing plastic packaging within three years, including decreasing carbon emissions and sustainable sourcing materials.