Field Journal

Stories Behind the Gear: Blundstone
Written by Harriet Osborne // Photography Courtesy of Blundstone

‘We often hear people say that Blundstone is not trying to scream for attention. It’s just there, reliable, timeless, and making durable, comfortable boots. We are not chasing fashion, we are who we are, and consumers relate to us for that.’

Blundstone was founded by husband and wife John and Eliza Blundstone in Tasmania, Australia, in 1870. Originally lace-up boots, they later included cleats for Australian troops in the jungle and were worn by mountaineers climbing Everest in the 1970s.

Today, work boots still make up around 90 per cent of Blundstone’s sales in Australia. But their iconic Chelsea boot, which has been a part of the brand since the 1960s and still uses the original pattern, has helped Blundstone to become one of the most recognisable boot brands in the world.

Blundstone attracts creatives, filmmakers, adventurers, and big thinkers who proudly contribute to the brand’s 100 per cent reported growth in UK sales since 2019. Wearing the boots represents a lifestyle choice of purposeful living, unburdened by the pressure of trends, with a strong connection to the outdoors. ‘We often hear people say that Blundstone is not trying to scream for attention. It’s just there, reliable, timeless, and making durable, comfortable boots. We are not chasing fashion, we are who we are, and our consumer relates to us for that,’ Joint CEO Adam Blake told us.

Blundstone lets the craftsmanship speak for itself across 15 collections for men and women – with a small collection available for children. Logos are subtly embossed on the soles and embroidered on the straps. Double-stitching thread is 20 per cent stronger than the recommended breaking limit. In other words, much tougher than it needs to be.

Hidden technology in the sole is a key part of what makes a Blundstone a Blundstone – but the brand doesn’t shout about that. Instead, they let the wearer feel the benefits of the XRD™ technology, which is intentionally placed where it matters most: in the heel of the midsole for comfort, cushioning, and stability, and in footbeds for impact absorption and enhanced durability. The leather is also designed to mould to the wearer’s foot over time, giving a bespoke well-loved feel, which has led to many people referring to them as ‘old friends’.

Rather than following trends, Blundstone focuses on consumer needs. They spent several years researching and developing a vegan range to serve a growing audience sector. Joe Carfora, Global Ranging Manager, Leisure, told us, ‘We took our time in product development and testing, as we wanted to be confident that every element of the range was fully verified as vegan – while still giving our wearers the same comfort, quality, and durability they expect from our brand.’

Blundstone demonstrates its commitment to ethical and responsible business management through its Every Step Better program, which means that they only do business with suppliers they believe are sufficiently active in monitoring and improving social and environmental impact and practices.

Currently, two of Blundstone’s key tannery partners are in the process of testing waterless leather tanning technology, while another has achieved their goal of sending zero waste to landfill within two years. Mindful consumption of leather hides is considered throughout the manufacturing process, with detailed marking and cutting processes to maximise yield and reduce waste. All their shoeboxes are made from 100 per cent recycled cardboard and are 100 per cent recyclable.

Blundstone continuously seeks out sustainable solutions. They are transitioning to shrink-wrap plastic with a higher recycled content than regular plastic packaging. They are also actively exploring long-term strategies for repurposing or recycling boots that have fulfilled their initial purpose. They have already implemented a recycling program that repurposes waste materials for garden hoses, diverting over 10 tonnes of PVC from landfill each year.

As a member of the Leather Working Group, Blundstone has access to environmental assessment tools, audit protocol, and rating systems, which help to encourage upstream suppliers to improve their environmental practices. Blundstone also works with the independent auditor British Standards Institute (BSI) to assess the environmental compliance of their supply chain to ensure they are working towards minimising their environmental impact.

Blundstone has remained steadfast in its commitment since 1870, crafting boots that withstand the test of time and support the unique journeys of those who wear them. ‘Our purpose has always been to enable people to walk life their way,’ Adam says. ‘With 153 years of stories behind us, we know that while our boots won’t change the world, the people that wear them just might.’