R.M. Williams has launched a new social media campaign, Re.Made In Australia, encouraging Aussies to embrace upcycled, slow fashion.
The new campaign is built on the brand's Repair and Care program, which sees over 22,000 boots restored in the Boot Room each year.
Launching in line with Cyber Monday, the campaign bucks the trend of overconsumption often associated with the sales event, and instead encourages consumers to buy once and buy well.
The brand is latest in a string of Aussie businesses including Mia Fratino, GlamCorner and Flora and Fauna, to turn its back on the Black Friday/Cyber Monday sales.
R.M. Williams' Re.Made in Australia campaign follows the brand's ‘Trade In Your Boots’ campaign of 2020 which gave boot lovers the chance to trade in pairs of old, well-worn boots for a discount on new releases.
From the 1200 that were traded-in, R.M. Williams has selected 100 to restore by hand in its Adelaide workshop, which it will sell to the public.
"Each pair has been re-equipped for a new chapter of adventures whilst retaining distinct character," the brand said in a statement.
"To launch what will become further small-batch resales, we are releasing 20 pairs to the public starting on Cyber Monday, with styles including original Craftsmans, iconic Bushmans and even a customised pair of printed ladies Bushmans," R.M. Williams said.
Open to Australian residents only, each limited-edition pair will be sold exclusively on the R.M. Williams’ Instagram channel.
The offering will run across the brand’s Instagram stories, with all transactions processed via direct messages and email in a conscious choice to utilise the platform to disrupt the noise of the sales-based holiday.
The Re.Made boots will be priced at $375 each.