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EMU Australia, or EMU, is an Australian lifestyle brand that designs, produces and markets footwear and accessories. The brand is best known for its sheepskin and Merino wool products, with its signature product being sheepskin boots. The company was originally established as Jackson's Tannery in 1948 and supplied ugg boots to various retailers. In 1994, Jackson's, now known as EMU Australia, opened its own shop in California. Today, EMU Australia's main competitor in the Australian market is Luda Productions, while its main competitors overseas are UGG Australia and Bearpaw.
| Characteristics | Values |
|---|---|
| Brand name | EMU Australia |
| Brand name pronunciation | eem-you |
| Brand name origin | EMU is Australia’s national bird |
| Logo | Represents the footprint of an Australian EMU |
| Products | Footwear and accessories |
| Target audience | Women, men, and children |
| Materials used | Australian sheepskin, leather, and Merino wool |
| Material qualities | Next-to-skin softness, renewable, biodegradable, and 100% natural |
| Product types | Boots, shoes, and slippers |
| Boot styles | Knee-high, ankle, and Chelsea |
| Water resistance | Water-resistant and waterproof boots available |
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What You'll Learn
Emu Australia: history
Emu Australia, or EMU, is an Australian lifestyle brand that designs, produces and markets footwear and accessories. The brand is best known for its sheepskin and Merino wool products, with its signature product being sheepskin boots, which have been popular with young women since the 2000s. The company's main competitor in the Australian market is Luda Productions, while overseas, it competes with UGG Australia and Bearpaw, which produce similar sheepskin products.
Emu Australia was originally established as Jackson's Tannery by Gordon Jackson in 1948. Jackson's Tannery supplied ugg boots to several retailers, including a Western Australian company called Country Leather, which supplied products to Ugg Holdings in the United States. In 1994, Country Leather opened its own shop in Redondo Beach, California, and Ugg Holdings began sourcing ugg boots directly from Jackson's, which had changed its name to EMU Australia when surf veteran Andrew Raggett took over ownership.
The name EMU comes from Australia's national bird, and the logo represents the footprint of an Australian emu. The brand uses natural materials such as Australian sheepskin, leather, and Merino wool, which are renowned for their softness, renewability, biodegradability, and 100% natural composition. Their products are also designed with the natural beauty of the Australian landscape in mind, featuring an earth-inspired colour palette.
EMU boots, shoes, and slippers are made with natural materials, including water-resistant Australian sheepskin, Merino wool, and suede. The brand invests heavily in innovation and design, prioritising craftsmanship and quality to create world-leading footwear. Their products are quality tested by the Woolmark company for product performance and fibre content, with the Woolmark logo indicating 100% wool.
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Boot materials
EMU Australia is an Australian lifestyle brand that designs, produces, and markets footwear and accessories. The brand is best known for its sheepskin and Merino wool products, with its signature product being sheepskin boots.
EMU boots are made with natural materials, including water-resistant Australian sheepskin, Merino wool, and suede. The natural beauty of the Australian landscape inspires the design of EMU footwear, with an earth-tone colour palette.
Sheepskin, the primary material used in EMU boots, is known for its super-soft texture and renewable, biodegradable, and natural qualities. It also has naturally water-resistant properties, making EMU's sheepskin boots suitable for light rain.
In addition to sheepskin, EMU Australia also uses premium-quality Australian Merino wool in their boots. This wool is renowned for its next-to-skin softness and is quality tested by the Woolmark company for product performance and fibre content.
Leather is another material used in EMU boots, as seen in their women's range, which includes knee-high, ankle, and Chelsea boot styles. EMU invests heavily in innovation and design, embracing natural materials, craftsmanship, and quality to create world-leading footwear.
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Boot styles
EMU Australia offers a range of boot styles for women, men, and children. The brand is best known for its sheepskin boots, which have been a popular fashion trend for young women since the 2000s. Most of the boots in the women's range are water-resistant, and some are waterproof. The Moonta high boots, for example, are crafted from premium-quality Australian sheepskin and are built to withstand the coldest winter conditions. For everyday wear, the Grayson Rainboot is a fun ankle boot with a sheepskin insole that's perfect for puddle-jumping.
EMU also offers a selection of knee-high, ankle, and Chelsea boots in sheepskin and leather. These boots are perfect for all-weather wear, as sheepskin is naturally water-resistant and sustainable. The brand also uses other natural materials such as Australian Merino wool and suede, which are renowned for their softness, renewability, biodegradability, and 100% natural composition.
EMU Australia's boots are designed with the natural beauty of the Australian landscape in mind, featuring an earth-inspired colour palette. The logo represents the footprint of an Australian emu, the country's national bird. The brand invests heavily in innovation and design, embracing natural materials, craftsmanship, and quality to create world-leading footwear.
In addition to their women's range, EMU Australia offers a selection of boot styles for men and children. The brand originally established itself as a supplier of ugg boots, which remain a popular style to this day.
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Competitors
EMU Australia's competitors vary depending on the market. In the Australian market, its main competitor for ugg boots is Luda Productions, which holds around 75% of the market share in Australia.
In overseas markets, the key competitors are UGG Australia, manufactured by Deckers Outdoor Corporation, and Bearpaw. These two companies produce similar sheepskin products and together hold over 95% of the worldwide market share.
EMU Australia also has a racing division, EMU Racing Australia, which is based in Geelong, Victoria. This branch of the company specialises in motocross and dirt bike products and accessories. EMU Racing Australia's top competitors include John Titman Racing, Narrabri Dirt Bike Club, Neville Lush Racing, and Melbourne Bicycle Centre.
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Water-resistant qualities
EMU Australia is an Australian lifestyle brand that designs, produces, and markets footwear and accessories. Their signature product is sheepskin boots, which have been a popular fashion trend for young women since the 2000s. The brand also offers boots for men and children. EMU Australia's footwear is crafted from natural materials such as Australian sheepskin, leather, and Merino wool, which are renowned for their softness, renewability, biodegradability, and natural qualities.
The water-resistant qualities of EMU Australia's boots can be attributed to the natural materials used in their construction, particularly Australian sheepskin and Merino wool. The natural properties of these materials make most of the women's sheepskin boots suitable for light rain conditions for short periods of time. For example, the Moonta high boots from EMU's women's range are crafted from premium-quality Australian sheepskin, providing water resistance while also keeping the wearer's feet warm and toasty.
In addition to the water-resistant properties of the materials, EMU Australia also offers a selection of waterproof boots in their range. These boots are designed for all-weather wear and can withstand more intense rain and snow conditions. For instance, the Grayson Rainboot is an ankle boot with a sheepskin insole that is suitable for puddle-jumping.
The combination of water-resistant materials and specific boot designs allows EMU Australia to offer footwear that can withstand various levels of moisture. Whether it's a light drizzle or a heavy downpour, EMU Australia's boots are designed to keep your feet dry and comfortable.
It is important to note that while EMU Australia's boots offer water resistance, they may not be completely waterproof. The level of protection may vary depending on the specific boot style and the duration of exposure to moisture. Therefore, it is always a good idea to check the product details and care instructions provided by the manufacturer to ensure the proper use and maintenance of your EMU Australia boots.
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Frequently asked questions
EMU Australia boots are made in Australia. The brand is best known for its sheepskin and Merino wool products, with its boots made from natural materials including water-resistant Australian sheepskin, Merino wool and suede.
EMU Australia is an Australian lifestyle brand that designs, produces and markets footwear and accessories. Their signature product, sheepskin boots, has been a popular fashion trend for young women since the 2000s. The brand is inspired by the natural beauty of the Australian landscape, using natural textiles and an earth-inspired colour palette.
Most of the boots in the EMU women’s range are water-resistant and some are waterproof. For example, the Moonta high boots are crafted from premium-quality Australian sheepskin and are built to withstand the coldest winter conditions, allowing you to walk through snow or rain while staying dry.
