For nearly nine decades, Georgia Boot has been synonymous with craftsmanship that balances comfort, durability, and timeless design.

With its long-standing Athens collection, already a customer favorite, the brand continues to evolve without sacrificing what made it iconic in the first place. The newest iteration, the Athens SuperLyte, reimagines the classic model with a lighter, more flexible build — while maintaining the dependability that defines Georgia Boot. We spoke with the team behind the line about what sets the SuperLyte apart, how the brand continues to adapt to changing consumer needs, and where Georgia Boot is headed next.

Can you talk about the balance between durability and lightweight comfort in this line?
Our Athens collection has been in the line for probably 15 years and has always been really popular. People loved the casual look with the moc toe, and the stitch-out construction. It is also one of the collections that put our memory foam AMP insole on the map. Some feedback we had gotten over the years, was that our customers wanted to see what Athens could look like that kept all of the things people loved, but then was also lighter and more flexible. So we developed the Athens SuperLyte.

What makes the new Athens SuperLyte line stand out from other products or lines?
Similar to what I said above, this collection offers extreme comfort from the AMP insole that features memory foam and polyurethane, and the casual moc toe appearance, while also being substantially lighter weight than many boots on the market. We make the boots so that they are durable enough for the job-site, while also being a great option for after work as well.

More consumers are looking for comfortable fashion that still looks good. How do you see the Athens SuperLyte aligning with that demand for style that doesn’t sacrifice wearability?
Like all Georgia Boots, they offer a number of features that make these boots great for every day, and any situation. The outsoles are heat, chemical oil, and slip resistant, along with the Georgia Waterproof System.

Which of the styles from the collection is a stand-out piece and why?
You might have guessed from the name, but the Athens SuperLyte collection does best in the southeastern United States. The customers in this market always tend to prefer pull-ons over lace-ups. So the GB00549 and GB00550 do the best in this collection. One key change we made from the original Athens pull-ons is that we included a back-zip for easy on and easy off.

How has Georgia Boot evolved to meet today’s fashion and trend demands?
Younger customers who are entering the job market have come to expect that their boots look great, while also being able to meet the demand of their jobs. Many customers wear these boots 12 hours a day, so they need to be comfortable first and foremost, but also look good enough that they can wear them around town. With the cost of everything going up, more and more are being forced to cut back on footwear. So they need one pair of boots that can do it all.

How would you describe Georgia Boot to someone who hasn’t heard of the brand?
Georgia Boot was founded in 1937 and since our inception we have always offered comfort, durability and value to our customers. We make boots for virtually any job you can think of, and we are probably best known for our Romeo products that do well in the Pacific Northwest, but we also sell Loggers, Wedge boots and pull-ons all over the United States.

Fast fashion dominates a large portion of the fashion industry. How does Georgia Boot maintain its commitment to making durable products with the need to keep customers returning and staying profitable?
At Georgia Boot, we don’t really do “fast fashion.” We definitely watch trends and are sure to include things our customers are looking for. For instance, we have started offering Carbon safety toes. But from a work boot standpoint, we find that our customer isn’t necessarily looking for fast fashion from us. Many of our top selling products have been in the line for 20-30 years and we find that many people find something they like, and buy it over and over again. Which makes sense as if you are going to be wearing something 12 hours a day and you spend your hard earned money on them, you want to be sure you like them.

Why should people buy a Georgia Boot?
We are best known for our comfort. This is the number one thing most people who are buying work boots care about and so this has been our focus. Years ago we launched the Comfort Core and customers started asking for those by name. As time went on, we continued to add to our insole portfolio and it has become a core focus for us. We have 6 insoles we sell after-market and they are among our top selling items we have; with the AMP I mentioned earlier as being the top selling. We will soon be offering a 7th after-market insole, which is a new version of our AMP

In what direction do you see the future lines and designs of the brand moving towards?
We have tried to continue to innovate our key categories and sellers by coming up with lighter versions (like the Athens SuperLyte, or even Romeo SuperLyte), and in others we have added more technical features to classic silhouettes, like the BOA lacing system. I think we also recently revolutionized the Logger market with our LTX Logger. Most Logger boots feature a heavy rubber outsole that is one piece. Our LTX Logger still has a rubber outsole, which you need for that type of product… but we have added a polyurethane midsole that lightens up the weight, while also making them extremely comfortable. You will see in our line that we have something for everybody. If you want a tried and true classic, we have those. If you want something a little faster and exciting we have those too. We are excited about where Georgia Boot is headed!

Interview by Sabine Obermoller, Contributor, PhotoBook Magazine
Tearsheets by Daniel López, Art Director, PhotoBook Magazine
*Images courtesy of Georgia Boot

Georgia Boot, Built to Last