BLUNDSTONE BOOTS
HOW I ROAM

Brand Photography & Commercials

Blundstone is a classic, recognizable brand today, but when we began the HOW I ROAM series, the stateside audience had not yet heard of the 100-year-old Australian brand. Brand ambassadors whose lifestyle and passions aligned with Blundstone boots were featured in photography and videos on social media and in store.

The images have helped triple Blundstone sales in a few short years, making them a staple boot amongst the outdoor passionate audience.

Producer
Director
Photography
Editing
Content Creator

HOW I ROAM

#HOWIROAM

Directed, photographed, and interviewed Blundstone ambassadors who wear their boots and represent the brand ethos by living their life how they choose to.

Each person gave us their own take on what it means to roam.

blundstone boots photography naoto ono
blundstone boots photography naoto ono
blundstone boots photography naoto ono
blundstone boots photography naoto ono
blundstone boots photography naoto ono
blundstone boots photography naoto ono
blundstone boots photography naoto ono
blundstone boots photography naoto ono
blundstone boots photography naoto ono
blundstone boots photography naoto ono
blundstone boots photography naoto ono

“Boots, like other clothes, every so often become characteristic of particular moments in time. In the early 1990s, there were Timberlands; in the early 2000s, Uggs; and in the early 2010s, Red Wings.

After years of an unpredictable pandemic in which many people sought comfortable, versatile clothes that didn’t compromise style, it seems that Blundstone’s Chelsea boots — a shoe free of laces and buckles — may be what fashion historians point to as the boot of the early 2020s.”

NYTIMES STYLE

From 5% to 20% of total sales

2019 - United States purchases -  5% of Blundstone’s total sales.

2021 - 20% of Blundstone’s total sales were in the United States

Since its launch, Blundstone’s USA’S social media has seen an increase from 5k to 180k followers.

SEE MORE BLUNDSTONE WORK

Ducati Scrambler and Blundstone Boots
Girl in Hawaii jumping in Blundstone boots
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