Shoemaker Julius Marlow Challenges Industry Norms
Iconic Melbourne-based men’s footwear brand Julius Marlow announces the launch of its communication re-brand, which will see a seismic shift in how the company communicates with its customers moving forward.
Each campaign from today will showcase local change-makers from all walks of life, celebrating individuality and diversity.
Since its foundation in 1928, Julius Marlow has been shaped by its commitment to creativity, innovation and the tenacity of Melbourne; it is these values that have driven the new direction for the brand.
The face of each campaign will lead with humility, have a vested interest in the local community and will personify the brand’s core values.
The move starts with Julius Marlow’s latest seasonal campaign, which features four amazing Melbourne-based creatives; Richmond-based tattoo artist Cholo (Fine Line Tattoos), marriage celebrant Samuel Miller (The Bearded Celebrant) and dancers/filmmakers David Nguyen and Kim Long Nem (Flying Art Films).
Watch the campaign below:
The campaign was also captured by notable photographer Bernard Gueit and award-winning filmmakers Jesse Vogelaar and Ryan Gasparini from The Folks Upstairs.
Julius Marlow marketing manager, Nick McCabe said the brand is proud to be engaging up-and coming change makers from Melbourne to be its core faces.
McCabe said: “The current retail climate is full of sameness, unattainable aesthetics and transactional influencers; we have moved to a unique approach in the industry for sourcing talent.”
Julius Marlow brand manager Craig Wissler echoed this sentiment: “Each of our change-makers, both in front of and behind the cameras, has an incredible story of disrupting their respective industry with innovative ideas.
“We strive to be honest, approachable, supportive, and trustworthy.
“Just like Melbourne, we embrace imperfections and refuse to project a perfect image.
He added: “We want to genuinely showcase Melbourne residents who are busy building their own legacies in a meaningful way.”
In lieu of paying the ambassadors traditional talent fees, Julius Marlow will use the funds to make donations to the local community for a charity of the ambassador’s choice.
McCabe said this allows the brand to continue giving back to its home city: “By contributing to organisations and initiatives that hold a special place in our ambassador’s hearts, we ensure the people we select to be the face of our brand have a genuine investment in our great city, and also share our core values.
“We are very aware that our providence was built on the streets of Melbourne, so we see it as a priority to acknowledge and support the community that gave us our start.”
Julius Marlow’s vision is to inspire and support individuality and the journey of crafting each customer’s unique story.
With an ambitious mission to reshape the company for future generations and push the boundaries of what a shoe can do, Wissler believes the current custodians of the brand are up to the task.
Wissler said: “Through technology and innovation, our team designs products that consistently challenge conformity.
“We have been innovating the footwear industry since 1928and have no plans to slow down.”
“Our business began in the backstreets of Collingwood with one man’s vision to disrupt and change the face of men’s footwear.
“Our role is to ensure this legacy remains the backbone of our business.”
Renowned Melbourne-based creative agency TABOO was instrumental in the strategic approach to drive Julius Marlow forward.
Building on the foundations of a mostly untold 91-year history, the company has provided a route to succeed in a challenging retail environment.
TABOO strategic director James Mackinnon believes Julius Marlow’s unique history sets it apart from its competitors.
Mackinnon commented: “Taboo immediately gravitated to the Julius Marlow brand story. After talking with the team and digging through the archives, we realised how relevant their story was to today’s market, and how much of it had yet to be told.
“We jumped at the opportunity to help present this to today’s consumer in a modern, fresh and honest way.
“Julius Marlow was built on the very Melburnian values of creativity and inclusivity, values that Taboo felt were missing from the category.
“We believe this realignment will help steer the market to a more purposeful place as well as open it up to new consumers.”
Latest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Integral Ad Science, a global media measurement and optimization platform, today announced a market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within […]
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.