Aussie boot manufacturer, R.M. Williams, has announced a new social media campaign focusing on sustainability and ethical consumption.
‘RE•MADE IN AUSTRALIA’ will launch on Cyber Monday, with the campaign aiming to juxtapose the season’s themes of overconsumption by focusing on mindful purchasing, upcycling, and easing the purchasing cycle by ensuring consumers “buy once and buy well”.
It follows last year’s ‘Trade In Your Boots’ campaign, which also focused on sustainability by allowing customers to trade in their old boots for discounts on new R.M. Williams’ products.
Now the footwear and clothing company are further emphasising their products’ longevity by handpicking 100 of the traded-in boots and skilfully restoring them.
The company will then release 20 restored pairs on Cyber Monday, with styles including original Craftsmen, Bushmans, and a customised pair of ladies Bushmans.
The brand hopes ‘RE•MADE IN AUSTRALIA’ will highlight their ‘Repair & Care’ program, which sees over 22,000 boots a year successfully restored for reusability.
The sale is only available to Aussie customers and will feature in the brand’s Instagram stories. All transactions – including limited edition range sales, priced at $375 – will be processed via direct message and email, with the aim to disrupt Cyber Mondays’ characteristic online congestion.
‘RE•MADE IN AUSTRALIA’ launches Monday, 29 November.
