This launch is the natural next step for the new R.M. Williams brand strategy, 'Crafted for Life', launched in November 2022. Values of quality and endurance are ever-present, as R.M.Williams works to create products with integrity and purpose whilst ensuring a more prosperous future for people, the planet and the community
Sixty-one percent of products in the AW23 range have been crafted in Australia, a significant step forward for the brand's commitment to local craftsmanship. Over half of these products have been made by teams of highly skilled craftspeople in the R.M. Williams workshop in Adelaide, South Australia. The remaining products were made in partnership with artisanal manufacturers in Sydney and Melbourne.
An increasing number of shirts, denim pieces and other apparel styles are primarily to thank for this growth, joining a signature range of leather boots and accessories crafted on Australian shores since 1932.
The brand hopes to maintain this momentum over the coming years through further developments to its iconic Adelaide workshop location.
The campaign was shot on location at Waterloo station in the New England region of New South Wales, a 1620-ha property rich with examples of the diverse Australian landscape. The sprawling lands, historic homestead, and restored farm buildings play the backdrop to the campaign and serve as a reminder of R.M. Williams' roots in heartland Australia.
A diverse cast of local stockmen and women, including Nikia Dickinson Hunt and Joshua Line, are featured in the images as performers at the Outback Spectacular. In candid moments captured across a working day on the land, the campaign depicts cattle mustering afternoon light in the woolsheds and softer moments of relaxation at the family homestead.
New styles from the AW23 collection are present throughout, as our cast relies on easy-to-wear silhouettes and durable fabrications to support them throughout their day. The tone of the images is natural and authentic, aligned to R.M. Williams' enduring product offering, and crafted with integrity and purpose.
The new collection is hallmarked by an appreciation for endurance in terms of product longevity and timeless style.
The brand's iconic leather boots anchor the range. Several hard-wearing men's styles are returning for the Autumn/Winter 2023 season, including the Comfort Turnout, Rigger Commando and the rugged Arnhem Boot in a new shade, caramel.
The women's boot offering is highlighted by colour updates to the famous Maya and Lana shapes in addition to the launch of two new hightop boots, the elegant suedeTabbita and the heritage-inspired Minburra, with decorative stitching and contrasting leather details.
Amongst the apparel assortment for men are refreshed classics, including the cotton rugby, a diversified range of shirts and an aline-up of outerwear styles engineered for warmth and comfort through the year's colder months.
Highlights for women include elegant new knitwear silhouettes, heritage-inspired blouses and new leather accessories designed to complement a growing collection of leather boots.
A refreshed range of denim staples for men and women provides the foundation for AW23 dressing. It leads the brand's growing assortment of locally-produced apparel, with all-new season denim styles crafted on Australian shores.
New silhouettes include the Ramco Rigid Jean, a Hardier update on the brand's bestselling shape for men, and the Sefton Jean, a modern take on the barrel leg shape, set to diversify the womenswear offering. Crafted to be worn and truly lived, the range has been photographed on a host of real Australians, who showcase the versatility and universal power of a quality pair of jeans.
As part of R.M. Williams' Crafting a Better Future strategy, the brand has also approached fabric and fibre sourcing for the range with a refined focus on quality and longevity. The range celebrates endurance, comfort and ease of wear, from premium Merino wool yarns to consciously sourced recycled polyesters.
'The land we call home' will launch alongside the new collection on the 31st of January at rmwilliams.com and in R.M.Williams stores across Australia, New Zealand and the UK.
