06-08-2025
CEO defends $649 cost of iconic boot as Aussie brands pushed to collapse: 'Out of the battler's price range'
Iconic boot maker RM Williams has defended the significant price tag attached to the handcrafted footwear as some Australians argue they are now out of reach for the average "battler". The recognisable Aussie brand has an asking price of $649 and now competes with fast fashion juggernauts like Shein and Temu — the likes of which have been blamed in part for the collapse of major local retailers.
One shopper said a chestnut pair of the Comfort Craftsmen boots - popular choice from farmers to CBD workers - were "just not purchasable", despite being knocked down to $520 on sale. But RM Williams CEO Paul Grosmann told Yahoo Finance the quality craftsmanship would save buyers in the long run.
'Fast fashion may be cheaper upfront, but it's built to be disposable," Grosmann said.
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'Our boots are made the old-fashioned way: handcrafted and built to last a lifetime. Ultimately, that's better for the planet and your wallet.'
What is the true value of $699 boot
Opinions have been mixed about the value attached to boots like RMs.
Some agreed they were "out of the Aussie battler's price range".
"I know they're quality and worth it, but I just can't afford them at the moment," added another.
"That's just unAustralian," wrote a third about the price.
The Comfort Craftsman would set you back $699 if you bought them from the RM Williams site.
A pair of Signature Craftsman boots were $1, with every claim the boots had become too expensive, there was an equal amount defending them.
Australian shoe repairer Troy Inkster said he's seen a lot of shoes over the years and said the ones that are built properly are the ones that last.
"You buy an average shoe or sneaker for $150 plus, get one to two years out of them," he said.
"Or buy something that will last 10 years plus. The problem is not many invest in their feet and are happy to invest in a false economy."
"Had mine for 20 years. Just gave them a polish as I do regularly. Wear them everyday to work. Had three new soles and still going strong. Worth every cent," added another.
"When you break it down over how many years and how many times you'll wear them, its worth it. Its just the upfront cost that is a huge turn off," wrote a third.
Aussies fight against fast fashion
Many retailers across the country are fighting against Shein and Temu's meteoric rise.
The two Chinese online marketplaces have already been partly blamed for the downfall of several big names in Australia, like Oroton, and Noni B's parent Mosaic Brands, while others have expressed concern over the local retail market if current trends continue.
Roy Morgan research showed Temu held almost one-fifth of the Aussie retail sector, with 3.8 million people making at least one purchase in a year.
Independent consultant Kroll, which was brought in to assess a deal from Myer to acquire Premier's Apparel Brands (Just Jeans, Jacqui E, Dotti and Portmans, and Jay Jays), said it was a tough time for the retail industry.
It pointed to how Shein and Temu have gained market share by "heavy discounting and aggressive social media marketing spend", which Aussie brands just can't keep up with.
Australian Made helps people know whether a product has been produced locally through its iconic certification system.
Its chief executive, Ben Lazzaro, told Yahoo Finance that it pays to buy local.
"Australian-made products are not only made to some of the world's highest manufacturing and safety standards, they also have significant social, environmental, and ethical benefits, making them the preferred choice for many Australians," he said.
Quality vs cost: Australians feel cost-of-living pinch
Grosmann told Yahoo Finance that RM Williams resoles up to 30,000 boots annually.
He said this not only cuts down on waste, but proved how you only need small tweaks on these boots rather than getting a total replacement.
'In our Adelaide workshop, we handcraft every pair of RM Williams boots by hand using premium materials. This is slow, deliberate work compared to automated factories producing billions of pairs a year," Grosmann said.
'We make every RM Williams boot so it can be remade. We stitch our soles by hand, allowing replacement in 10, 20, or even 30 years, extending the life of the boot by decades."
'This isn't the fastest way to make footwear but making something properly takes time."
The cost-of-living crisis has caused some people to pick from Shein and Temu over local Aussie brands.
However, the 2023 Good On You sustainability report found clothing from Shein ranked among the least durable of any major fashion retailer tested.
Some might prefer to buy a pair of $100 boots made in China that might break down over 12 months as it's a much smaller upfront cost.
But Roy Morgan found 73 per cent of Aussies are willing to buy more locally-made goods to reduce reliance on overseas supply chains.
Nearly three-quarters (72 per cent) said they would be willing to pay more for Australian-made products, and 67 per cent indicated that they intend to increase their purchases of locally made products over the next 12 months.
