R.M.Williams has tapped Australian actor, writer and filmmaker Joel Edgerton for its latest campaign, ‘Worn Well’, celebrating the stories, experiences and character that come with a life well lived.
The campaign is built around the idea that character isn’t something that can simply be put on, but something earned over time – much like the marks, creases and patina that develop on a well-worn pair of R.M.Williams boots.
Edgerton, a long-time wearer of the brand, stars in the campaign alongside boots from his personal collection and new-season styles including the Craftsman, Yearling, Rigger and Gardener.
“I’ve always respected what R.M.Williams represents, great craftsmanship, longevity and a very Australian sense of identity,” Edgerton said.
“Worn Well felt like a natural fit because it’s really about celebrating experience and the character we build over time.”
The campaign takes a more personal approach to the brand’s heritage, using Edgerton’s own relationship with the products to explore how the things we keep over time can become intertwined with our lives.
“There’s something I really value about things that are made to last. Whether it’s a pair of boots, a piece of work or the relationships you build along the way, time gives things meaning,” Edgerton said.
“That idea really resonated with me when it came to Worn Well.”
R.M.Williams CEO Paul Grosmann said Edgerton was a natural fit.
He highlighted both his career and connection to craft and longevity.
“Joel was a natural choice for ‘Worn Well’. He brings an authenticity and quiet confidence that strongly reflects the spirit of R.M.Williams,” Grosmann said.
