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EMU Australia was born in Geelong in the heart of Australia’s prime wool growing district which is just minutes from the world-renowned Bells Beach, on the Great Ocean Road. It was here in the 1970's that local Australian surfers invented the 'original ugly sheepskin boot'. The EMU Australia brand emerged out of the Jackson’s tannery which was one of Australia’s largest sheepskin tanneries. Established in 1948, the family owned business employed many workers from the Geelong area, who continue to work on the same site for the EMU brand today. These employees bring with them a wealth of knowledge they have acquired from the beginning, when sheepskin boots were first crafted in that very area.

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