As Australian Made Week puts the spotlight on local innovation and craftsmanship, iconic footwear brand EMU Australia is celebrating its longstanding commitment to Australian manufacturing – with 68 per cent of its domestic business now coming from its Australian Made range.
Founded in Geelong and rooted in a legacy dating back to Jackson’s Tannery in 1948, EMU Australia remains an Australian-owned and operated business. The company continues to design and handcraft its premium products from its Geelong-based Global Headquarters and manufacturing facility, where its skilled team brings the brand’s signature “Platinum” Collection to life.
Factory Manager Kristie Marsh said Australian Made Week is a powerful opportunity to honour the brand’s heritage and reaffirm its values.
“Being involved in a company that is Australian owned and operated is such an honour,” Marsh said. “Not only do I get to employ local people and keep jobs from going offshore, but it means we’re at the forefront of manufacturing the highest quality, sustainable and ever-natural footwear in Australia.”
At the heart of EMU Australia’s success is the Platinum Collection – crafted using A-Grade, 100 per cent Australian water-resistant sheepskin. Unlike mass-produced footwear, each pair is individually cut and assembled by hand, passing through more than 15 skilled craftspeople before completion.
When we speak of craftsmanship, it’s not just a marketing term—it’s a philosophy embedded in every step of our process,” she said.
“[E]very piece is individually cut and meticulously assembled by hand. Each component is sewn one by one, ensuring that every product carries the care and attention of skilled artisans.”
Owner Paul Neate echoed this sentiment, pointing to the company’s strong performance as evidence of growing consumer appreciation for authentic, high-quality local products.
“The fact that 68% of our Australian business comes from our Australian Made range speaks volumes about the quality and desirability of our products, and the appetite for locally made goods, both domestically and internationally.” Neate said.
EMU Australia’s commitment to local manufacturing is also reflected in wholesale demand, with 89 per cent of domestic wholesale orders in 2024 including Australian Made items. Globally, the company exports 15 containers of Australian Made product each year to 50 countries, supplying retailers such as Anthropologie, Garnet Hill, Harvey Nichols, and Freepeople.
Despite industry pressures that often push production offshore, EMU Australia has remained steadfast in its commitment to keeping jobs in Geelong. Marsh said sourcing experienced factory workers remains a challenge, but the brand continues to invest in training and supporting passionate newcomers.
“Unfortunately, manufacturing in Australia is now a rare trade so finding experienced workers is very few and far between and probably the biggest challenge we face,” Marsh said.
“However, we always get a lot of interest when looking for new employees and we are always willing to invest in people that are wanting and keen to learn a new job.”
EMU Australia’s focus on quality is non-negotiable. Every product undergoes a final quality control check before packaging, ensuring each pair upholds the brand’s near-perfect customer satisfaction rating – an average of 4.9 stars across more than 12,000 reviews worldwide.
While traditional techniques remain central to EMU Australia’s identity, the company has also embraced selective technological upgrades to enhance efficiency without compromising craftsmanship.
“Technology plays a supportive—but not dominant—role in our manufacturing process,” Marsh explained. “The owner has always recognised the importance of evolving with the times. Over the years, he has consistently invested in modern, high-quality machinery where appropriate.”
This blend of heritage and innovation is underpinned by a broader sustainability mission. EMU Australia employs eco-tanning methods to reduce water consumption and uses 100 per cent natural, biodegradable materials – such as wool, which breaks down in just six months compared to 40 years for synthetic fibres. These efforts recently earned the company a 2024 Marie Claire UK Sustainability Award.
“We are dedicated to creating footwear that’s both beautiful and responsible,” says Aleksandra Polak, Head Designer. “By using natural materials and focusing on quality craftsmanship, we ensure our designs are not only comfortable and stylish but also built to last, with a minimal impact on the planet.”
Looking ahead, EMU Australia plans to continue evolving its locally made offerings while staying true to its values of authenticity, quality, and sustainability. With global interest in Australian Made products on the rise, the brand is well-positioned for future growth.
“We are more than just a footwear brand,” said Neate. “We are a symbol of Australian craftsmanship, sustainability, and timeless style. We invite everyone to celebrate Australian Made Week with us and experience the unparalleled comfort and quality of EMU Australia.”
