The irony of the Brasher Boot Company is, that despite a somewhat
fusty, traditional, red-socked image, it's always been one of the
more innovative brands in the UK market.
The original idea of taking the slip-lasted running construction
and EVA cushioning from running shoes and applying them to the
walking boot market produced one of the most comfortable lowland
walking boots ever.
More recently, boots like the innovative SupaLight, which we
always manage to spell wrongly - in fact it's Supalite - moved the
lightweight leather boot goalposts somewhere into the terraces and
the Traklite shoes work very well.
Now with founder Chris Brasher gone and a new range of more
contemporary-looking products in the wings, the company is about to
overhaul its image to reflect a more modern feel.
The result is the new logo above, light years away from the old
one, which featured Chris Brasher's signature in an oval frame. The
word is pretty much self-explanatory, the image at the end is
actually a stylised representation of a pebble.
On top of that, the big mouthfull of words that was 'The Brasher
Boot Company' is being consigned to the dustbin and replaced with the
single word, 'SuperHardRock'. Just joking, the company will simply be
known as 'Brasher'.
It's a bold move and one that'll take time to work we reckon, but
ultimately a step in the right direction and one that may expand the
cross section of people who'll consider using what's actually a very
good product. We'll have details of Brasher's new range direct from
the Harrogate trade show in just a couple of weeks, so watch this
space.
