Blundstone Launches First Global Platform 'Well Worn' with Thinkerbell

Blundstones have been an iconic Australian boot for over 150 years - understated, versatile and adopted by people from every walk of life. And while a pair of Blundstones look great straight out of the box, it’s after they’ve been worn in that their unique character starts to show. 

To celebrate its global community of loyalists who’ve made the brand what it is today, the WELL WORN platform highlights a group of diverse Blundstone wearers, telling the stories of what they’ve achieved in their boots and the ingrained worth that every step has brought to them.  

Featuring authentic trailblazers from five countries, the work was shot by Hotel Bell and directed by Michael Mouritz, alongside a brand film and design world that launches the new WELL WORN platform to over 30 countries around the world. 

Blundstone chief brand officer, Nik Jackson says “The Well Worn platform perfectly captures the bond people develop with their Blundstone boots. The more you wear them, the more they reflect the life you live, and they only get better over time”. 

Thinkerbell chief creative tinker Tom Wenborn added, ”There’s a universal commonality to Blundstones, they’re worn by interesting people who do interesting things, the world over. Whether you’re in Portugal, South Korea, Canada, Italy or Australia, it’s how you wear these boots that defines them, and you in turn. Well Worn, just like the boots, is a simple platform that anyone, anywhere, can pull on.”