EMU Australia are dedicated sheepskin and wool specialists, meaning they create their products from the highest quality of raw materials, all the time adhering to their brand philosophy of producing products that succeed all expectations. Their name is derived from the Australian national symbol, the EMU bird, emphasising their pride to be making their products from 100% raw Australian materials.

The brand began life in Geelong, a Southern city of Australia, located in the state of Victoria. Geelong boasts a status of being Australia's premier wool district, alongside it's sensational surf coast which provided the inspiration for their famous EMU boots. Surfers on the Victoria coast first designed an “ugly sheepskin boot” many years ago for the winter surfing months in which their feet suffered due to the cold.

The wool industry has always dominated the Australian economy, and continues to do so, with them producing a staggering 426 million kg of wool. To put this into perspective, Africa are the second largest producers of wool, producing just over 10% of what Australia do with 47 million kg. This mass production of high-quality wool started in 1788 when the first settlers entered Australia; with Geelong's following closely behind in 1802. With this rich history of wool production comes a knowledge and experience that has allowed EMU to develop innovative designs of comfort and quality for their boot and clothing ranges.

Thus, in 1994, EMU formed a relationship with and employed members of a Geelong-based tannery who had, since 1970, been producing wool for the so-called “ugly sheepskin boot” of surfers. Staying true to its origins, EMU is now owned by an Australian family whose roots are also entwined within the wool industry.