Cat Footwear updates 'Generations' campaign with new young 'grafters'

By

Nigel TAYLOR

Published
Jan 11, 2023

Celebrating a history of heritage workwear, Cat Footwear has introduced an updated ‘Cat Footwear Generations’ marketing campaign. It follows five ‘grafters’ as they go about their craft “inspired by the generation that came before”.

The campaign evolves by exploring new fields and crafts spotlighting five individuals from make-up artists, upholsterers to potters and photographers.

Each grafter featured takes inspiration from the older generations within their family, whether they absorbed interests from their environment, or worked directly with parents and grandparents to continue a creative legacy, said Cat Footwear.

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The chosen grafters include luxury sustainable handbag designer Louie Akinwale, inspired by his Nigerian/British heritage and family; make-up artist Yong-chin Marika Breslin, inspired by her Asian heritage; ‘Nads’, a southeast London upholsterer, inspired by her Cyprus heritage; London photographer Will Beach; and ceramics artist Freya Bramble-Carter.

Echoing the campaign’s work ethos, each grafter wears the Cat Footwear silhouette, the Colorado 2.0 in both Honey Reset and Black colourways.

“The classic workwear boot was developed with comfort in mind while sporting a clean aesthetic allowing the boots to incorporate into a range of styles suited for a day at the studio, factory or office”, the maker, a division of Wolverine Worldwide, said.