September 2020 | News

Get to know Steel Blue with CCIWA


The team from Chamber of Commerce and Industry of Western Australia (CCIWA) recently visited Steel Blue to commemorate our 25 year milestone.

Chief Executive Officer, Garry Johnson reminisces about his time at Steel Blue. The full interview and video is below.

“You don’t get to be number one in less than 25 years unless you do things differently.

We’ve gone from a start-up to Australia’s number one safety footwear brand and to me that’s a great achievement, especially when you hear about the hardship stories of the early days, you hear of our Founders sleeping in swags, staying at friends’ houses because we just simply didn’t have the money to do it. So having started with humble beginnings in Western Australia, Steel Blue now sells work boots across Australia, New Zealand, Papua New Guinea, South East Asia, the Middle East, Africa, USA and Europe.

It’s a tremendously proud time for us at Steel Blue to celebrate 25 years as a business, and as a family. I’ve been at Steel Blue for 11 years and the culture is the thing that got me from day one. As I often say to our team, our competitors can try to copy our marketing programs, they can try to copy our products, but the one thing that they can never do is copy our culture.

Footwear has changed dramatically over the last 25 years. Steel Blue has led the way with our comfort technology, we now see the shift in the market towards sustainability and we are again leading the way, and we are also increasingly seeing the the importance of fashion in safety footwear, again and we have led the way with our sand coloured leather products.

Steel Blue got to where we are today by being innovators and we have no intention of slowing down”.

Click the video to watch the full interview.