Blundstone unveiled Its new collection between Kraków and the Tatra Mountains The brand launched its new FW27 collection in Poland through outdoor experiences and local craftsmanship

For four days, Blundstone brought its international community to Poland, across Kraków, Zakopane and the Tatra Mountains. From 6 to 9 October, the brand built its Global Brand Activation around the concept of Well Worn, the campaign that tells the story of Blundstone boots through the marks that time and use leave on their surface. Scratches, scuffs and imperfections became part of the narrative — tangible traces of the places explored and the experiences lived by those who wear them.

The choice of Poland followed the same direction. Kraków and Zakopane showcased two very different sides of the same country, one urban, historic and cultural, the other rooted in the mountains and outdoor life. The journey began in Kraków with a visit to the Wieliczka Salt Mine, before moving on to Zakopane, Poland's winter capital, where a series of craft workshops, local experiences and activities in the Tatra Mountains took place.

The bonfire played a specific role within the activation. In Blundstone's storytelling, the campfire represents a space for sharing — tied to food, stories and memories, and moving at a slower pace than everyday life. Here too, the Well Worn message resurfaced: the value of the product is built in the moment it truly begins to live inside an experience, gathering marks and changing alongside the person wearing it.

During the days in Poland, the new Terrain Series AW26/27 was also officially unveiled, having been delivered to participants ahead of the event. The launch was thus embedded in a context consistent with the campaign's message, where product, landscape and real-world use all formed part of the same story.