This month marks the re-launch of Palladium Boots — a seminal footwear brand, known as much for their timeless design as their hard-wearing durability. Originally made for the French Foreign Legion in 1947, Palladium quickly gained a following for making casual, comfortable boots with just enough fashion edge. After a few years out of the stores, the brand is re-launching just in time for fall. We spoke to Palladium’s VP of Marketing, Barney Waters, to get the scoop.
Why did you decide to re-launch Palladium now?
Palladium used to be huge in the early 90s but had since become dormant. We felt the time was right for a relaunch, as there has been a shift back toward brands with authenticity and heritage. Having made the same boot for over 60 years, Palladium fit the bill. We have that utilitarian look, which is also very timely.
Tell us about the history of the company and how it evolved into a fashion brand.
Palladium was founded in 1920 and made aircraft tires. Tires were made by layering canvas band underneath vulcanized rubber. After World War II, the demand for tires dried up, and so Palladium decided to put their canvas and rubber expertise to use by making boots. Their first contract was in 1947 from the French Government, to supply the legendary French Foreign Legion. The Foreign Legion at the time was mostly stationed in North Africa, in the deserts of Algeria, Morocco and the Atlas Mountains, and so they needed a durable and comfortable boot that worked in those hot conditions. As Palladium’s boot was canvas, it worked well in hot weather.
How has the design of the boots changed over the years?
It hasn’t! It’s the exact same design as the original 1947 boot. It’s classic, timeless and it works. We did, however, upgrade the manufacturing process to make them lighter and more comfortable. Plus, we use more modern materials now, like stonewashed 100% cotton canvas, and our leathers are premium grade.
What makes Palladium stand out in the crowded footwear market?
We have a legitimate 60-year history and heritage, which puts us in a small club of authentic brands. Plus our durability has been proven by the Foreign Legion. Maybe the biggest surprise to people is the pricing. We’ve worked really hard to strip out all of the frills from the business, while not compromising product quality. We run a lean and mean operation, and then pass those savings onto the customer in the form of spectacular prices. That’s really resonating right now.
Your new campaign features people wearing Palladium boots as they explore “underground” and “untouched” environments. What is the most extreme environment they filmed in?
Our brand communication is based on a series of real explorations that we went on. We shot documentary film of each exploration and we brought Peter Sutherland along to document the trip with his photography. We picked an explorer to find each location and to unearth the stories from these amazing places. Our explorations became the campaign. I think the team were most freaked out by the train tunnels underneath Harlem. Not only was it really dark, but there were also trains running through there. Every now and then you’d see a ladder going up into the ceiling and the faint glow of a television and you realize there are people living there (The full video of can be viewed HERE).
What types of customers are you targeting with the re-launch of the brand?
Palladium will have very broad appeal, as it’s a simple boot in canvas, leather or suede. I think initially we will stick with better boutiques and department stores, and gradually expand over time. The type of consumer that picks up Palladium will be driven by where it’s sold.
The new Palladium collection is in stores this month. Check out palladiumboots.com for images, videos from their new campaign and more details.
- TC
