Since establishment, EMU have prided their footwear brand on creating boots that offer unique qualities in the specialised wool and sheepskin features within their boots. Their brand philosophy centres around creating a footwear product for their customers that succeeds all of their expectations. The EMU brand name was derived from the Australian national symbol of an Emu bird, showing the heritage roots of the brand and symbolising the use of 100% raw Australian materials within their boots and apparel ranges.

Australia has always dominated the wool market, and the wool industry has always dominated the Australian economy. Each year, Australia produce around 426 million kg of wool, and this is by far the greatest production in the world, with Africa being the second biggest distributor at 47 million kg. 1788 saw the first settlers of Australia, which initiated the beginning of the high-quality wool production of Australia; with Geelong beginning the same production in 1802. With over two hundred years of experience within the wool industry, Australia has the ultimate knowledge as to what materials are the best for what products. Thus, this heritage has allowed EMU to develop their range extensively, building designs of quality and comfort.

Life for the Emu boot began in the southern part of Australia's state of Victoria, in the town of Geelong. This town is the epicentre of Australia's wool production, being a premier wool district; and it was upon its distinguished coast that the first ever UGG boot was created. It was when the surfers were taking advantage of these beautiful coasts of Australia that an “ugly sheepskin boot” was created; used by the surfers in winter months to keep their feet warm during the coldest period.

1994 saw EMU initiating a relationship with the tannery of Geelong who had been producing “ugly sheepskin boots” since 1970 for the surfers. With their expertise, EMU have been able to provide their customers with boots that are steeped in the heritage of Australia, and it is entirely apt that the EMU brand is now owned by Australian's whose own roots are intertwined with the wool industry.