Iconic Australian brand R.M.Williams unveiled its third store in London this month. Located in Soho; the creative heart of the city, the 60 square metre store offers men’s and women’s boots as well as a curated collection of men’s ready to wear styles.
Remaining true to its artisanal surrounds, the R.M.Williams Soho store introduces the essence of an Australian stockman’s workshop to London. The bespoke store fixtures and fittings pay homage to R.M.Williams and the Soho neighbourhood’s joint craftsmanship heritage, through recycled wood grain materials and a neutral palette of grey, taupe and aged green accents.
The original shop front door and windows remain, establishing the brand's connection to its new Soho location, whilst the R.M.Williams story as an evolving and contemporary international brand is introduced through a series of classic Australian portraits displayed along the walls. The new Soho store heroes the brand’s iconic handcrafted and long-lasting boots with a curated collection of signature styles, including the urban Gardner and Classic Turnout styles; modern staples just at home in the outback as they are on London’s city streets, alongside the renowned men’s Craftsman and women’s Adelaide boots. A selection of R.M.Williams boots sold in the Soho store have been crafted for the Northern Hemisphere climate, allowing customers to enjoy their boots all-year round. Also available will be a curated collection of men’s hand-plaited belts, leather accessories and apparel.
At the launch, the store showcased R.M.Williams' collaboration with Paris-based custom garage Blitz Motorcycles, including the handcrafted Scrambler boots and collaboration bike. Inspired by drovers who use motorcycles to herd cattle over the vast and unpredictable landscapes of the Australian Outback, the Scrambler is a recreation of the original Motorcycle Boot first introduced to the R.M.Williams range in 1993. The Scrambler is available in two leather options; Brown Crocodile, an exotic leather available through the Made-to-Order service, and Black New Zealand cowhide, a leather exclusive to the collaboration.
The Bespoke Service is available in-store, providing customers with customisation options across size and fit, leather and skin, elastic, thread, soles and a personalised message to truly make your boots your own. “We are proud of our unique craftsmanship and Australian heritage, making our move in to the creative hub of London a natural fit. R.M.Williams' purpose-built product is perfect for the Northern Hemisphere in both style and function, and we are confident that Soho residents will resonate with our dedication to quality and comfort” said R.M.Williams CEO, Raju Vuppalapati.
The Soho London store is the brand's third store in the United Kingdom following the New Bond Street Flagship, and Westfield London locations, and the fourth in a series of international openings following recent launches in New York, Los Angeles and Texas.
Article by Menswear Style