Heritage boot brand Blundstone is shedding weight to boost its year-round business. For Spring ’18, the brand debuts its lightest boot yet—a shorter version of its iconic Chelsea boot with a newly developed Fleatherflex sole that delivers comfort and a weightless experience.
While Blundstone has long been seen as a winter boot brand, Joe Carfora, Blundstone global range manager, leisure and ancillary, said demand for a lighter and shorter Chelsea boot came from the consumer level.
“We’ve worked hard to match Blundstone’s rugged DNA with lightweight materials and street-smart styling,” Carfora said. “The goal is to create product that enables people to go anywhere, do anything, any time of the year. Blundstone’s summer season offering is unique in that there aren’t many options at market for a Chelsea style boot during the hotter months.”
The transitional boot is offered in canvas, suede leather and leather variations and come in an array of earth tones, including charcoal, khaki, sand and blue denim. Blundstone upholds its promise for durable footwear by ensuring each boot is water and corrosion resistant and features a sole tread with increased rubber compound that improves wear and grip. The boot will launch at stores in February 2018 and sell for $149.
Blundstone Global Head of Brand, Design and Consumer Engagement Adam Blake said more unexpected and interesting design are to come from the brand.
“Blundstone’s brand essence is Never Stand Still. We innovate, design and evolve with our consumers needs and attitudes and don’t remain static as one type of boot for just one season,” he said. “In the coming months, Blundstone will launch a re-branding campaign centered around “Everywhere Life Takes Me” and in addition will introduce a brand-new website and e-commerce platform. More to come soon.”