W Wins Premium Boot Brand Le Chameau

Le Chameau, makers of the world’s finest rubber boots, has appointed W to handle its press and publicity, following a competitive pitch. Created in 1927 by Claude Chamot, every pair of Le Chameau boots is handcrafted, under the supervision of a single master bootmaker, in the brand’s original workshops in Pont D’Ouilly (Normandy) and Casablanca (Morocco).

W will support the premium boot brand’s plans to grow in 2014 and support its increased distribution, through targeted media outreach, social channels, influencer engagement and creative marketing initiatives. W will develop a distinct brand narrative and launch a campaign building on Le Chameau’s existing professional and leisure consumer base, and the brand’s unrivalled provenance, craftsmanship, authenticity and performance.

A Le Chameau boot is the triumphant result of many skills passed from generation to generation. It is the story of craftsmen, who after rigorous apprenticeship are responsible for each stage of production. Finely handcrafted by a single boot maker, each Le Chameau boot is truly unique and thus gives its owner years of comfort, warmth and style. The boots are currently available from sport retailers such as Philip Morris, 5th floor of Harrods, Mr Porter and Net A Porter.

Le Chameau joins W’s rapidly growing Lifestyle division, which counts Jack Wills, Drambuie, W Hotels, luxury menswear brand Spencer Hart and Hendrick’s Gin among its portfolio.

Warren Johnson, CEO, W, said: “Le Chameau is an inspirational brand, and a fantastic addition to our growing stable of luxury lifestyle and fashion brands. It truly embodies passion and craftsmanship and its unique narrative will be at the heart of our campaign to build the Le Chameau brand in what is set to be a hugely exciting year for the business.”

Claire Saunders, Global Brand Director, Le Chameau, said “We are delighted to have W on board. The team’s pitch was creative and thorough, while also demonstrating great commercial flair. W truly understood our brand’s identity, its rich story and its requirements and will therefore be the perfect partner to support our planned growth in the UK this year.”