We took our inspiration from the land (where the brand was born) and the man who founded it (RM Williams himself). We paid tribute to the unique, isolated and beautiful land that gave rise to the brand, through a series of aerial landscapes, mirroring them with equally iconic fashion shots of the RM range, each time celebrating their materials, colours, cuts and the styles.

We also celebrated RM himself, who had spent a lifetime breaking horses and making handcrafted leather products for others who did the same, showing the unique bond formed between a wild horse and the man who eventually tamed it.

We started with research, travelling to the outback Flinders Ranges in South Australia where the brand was born and looked back through the archives which are held in a private museum.

This is where we discovered the original brand mark from the 1940s.

We drew our inspiration from the same place as the founder did – the land - and took this through our design system.

By abstracting the landscape through an aerial view we began to use its influence in our clothing range, colour palette and models’ poses.

We documented from the air, shooting over 2,000 individual images and 500 pieces of film.

Our references to the land continued in store design, with shearing shed roof framing, red earth floors, wood, leather and metal farm gates painted as clothing racks.

This executed across press, outdoor, film, store design, catalogues, a coffee table book, a travelling exhibition and trade shows.

The brand has since expanded its footprint with store openings in the UK and Sweden and has entered into the USA with four new stores and a distribution deal through Nieman Marcus and Macy’s.

Boot sales for 2015/16 are up 12.5% vs the same time last year. (It’s worth noting that the same time last year they were having a boot promotion which included a free belt and this year we have not run any promotions.)

Online sales are also up almost 300% year on year.