Rockfish Wellies scoop innovation award at BETA
Rockfish Wellies beat their competitors to be awarded the Beta International 2016 ‘Innovation’ award for their Rockfish natural rubber formulation ‘made to last’. (Award ceremony took place Monday, 25.01.16, Birmingham, NEC)
BETA International, the world’s leading trade fair for the equestrian, country clothing, outdoor and pet product sectors, has been run by the trade, for the trade, for more than 30 years. It is organised by Equestrian Management Consultants (EMC) – a wholly owned subsidiary of the British Equestrian Trade Association (BETA).
Rockfish were ‘Highly commended’ by BETA, Category award; Country Clothing & Footwear.
Jules, Managing Director and Founder said, “We are thrilled to be acknowledged by BETA. We have spent 2 years in product development to refine our wellington boot, natural rubber formulation. The aim was to produce a high quality boot that is extremely durable and simple will LAST the wearer, as well a fantastic looking product to wear. Rockfish are a very young and cool brand and sometimes we can get mistaken for just being about style and good looks, but behind the brand image is a very serious team, on a global mission”.
The standard industry natural rubber flex test for wellington footwear, tested in laboratory conditions, is 380,000 flexes. Rockfish’s new formulation is a high 960,000. The flex test is designed is to show the durability of the rubber when repetitively flexed on a machine. Rockfish’s rubber is also resistant to equine acids (horse urine) associated within the yard, that can have a corrosive effect on rubber.
Rockfish launched their handmade wellington collection in 2008. Today they distribute worldwide, having recently successfully entered the Chinese domestic market.
“We are extremely pleased with the enthusiastic reception we have received from fashion consumers in China. Often our brand is trending on social media ‘We Chat’ as well as being the rain boot of choice to be worn by celebs. This weekend we launch into USA, which we equally anticipate to be an exciting journey. We are hugely proud, not only of our award, but that we are another great company straight out of Cornwall”.