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Emu goes all woman with ‘natural’ focus

Australian brand Emu has rebranded for autumn 14 to better reflect its expanded clothing line.

No longer known as Emu Australia, which launched as a footwear brand in 1994, the brand has a new logo and slogan, ‘ever natural’. It will also focus on womenswear, discontinuing its menswear offer apart from its slipper collection.

Emu’s signature sheepskin boot has been tweaked and includes new technology that has resulted in an outsole that is 30% lighter. The boot is available in 20 colours, in celebration of the brand’s 20th anniversary in 2014.

New double stitching makes the boots stronger, more durable and flexible, while memory foam pads provide added comfort.

Three new collections have also been added. Elements, a waterproof outerwear and footwear range; Select, a more fashion-focused clothing and footwear offer to dress the Emu shopper from day to night; and Beach, a reinvented take on the shearling boot using suede and merino wool.

Wholesale prices for autumn 14 range from £25 to £90 for footwear, and £16.50 for a basic singlet to £133 for outerwear.

Emu footwear

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