A decade ago only Aussies in London wore Blunnies. Now they’re ubiquitous, and are a lifestyle choice as much as a work boot. Appealing to women was key to success.
When I first moved to London in mid-2008, if I saw another person wearing Blundstone boots, I’d be pretty certain they were Aussie. I’d often say a friendly “g’day” as I pointed at their footwear, and get the same in return.
Not anymore. I was recently at the pub with a group of middle-class London natives, and perhaps half of us were wearing Blunnies. My English neighbours, aged 47 and 52 plus their teenage kids, have become devotees. At a press conference the other day, I saw a pair on a 20-something English journalist, and she told me that “all my friends are wearing them”.
Hans van LeeuwenEurope correspondentHans van Leeuwen covers British and European politics, economics and business from London. He has worked as a reporter, editor and policy adviser in Sydney, Canberra, Hanoi and London. Connect with Hans on Twitter. Email Hans at hans.vanleeuwen@afr.com
