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Thirty Years Of Standing Up For South Africa’s Workforce


Lemaitre celebrates 30 years of Maxeco as they approach 10 million pairs of South Africa’s most iconic safety footwear.


Lemaitre’s new campaign highlights the impact that their iconic Maxeco safety footwear has had on the country over the last 30 years. It poses a bold question: is Maxeco the most beautiful shoe in South Africa? And it follows up with an intriguing and inspirational answer. Safety footwear and style don’t often go hand in hand, but with Maxeco there’s more to it than meets the eye. Maxeco is not beautiful in the conventional sense, but it is beautiful because of what it has helped accomplish.


For 30 years, Maxeco has helped build a nation with the world's toughest workforce. Across construction sites, mines, farms and factories, almost 10 million pairs have helped realise the dream of a new South Africa by protecting the millions of workers who built it. Now that’s a beautiful thing!


Lemaitre and Maxeco’s stories began with a series of firsts. As pioneers of the country’s safety footwear industry, they used their first direct injection moulding machine to deliver the first double density PU footwear made available in South Africa. Maxeco has since gone on to become the number one sold safety shoe in the history of our country. That’s no small feat.


Lemaitre’s new campaign celebrates the widespread effect of 30 years and millions of pairs of Maxeco serving South Africans. It’s been there to help build important structures that we know and love. It’s created jobs through local sourcing and manufacturing. It’s been there to contribute to an inclusive economy for all our people. And it has been on the frontlines of the nation’s industries, protecting those who are strengthening South Africa. Has any boot done more to build our country?


From the hardworking people who make our safety footwear, to the hardworking people who wear it, Maxeco is a celebration of the kinship between workers. As a tried and trusted icon for so many industries, it has continually stepped up to deliver protection from one worker to another. Now that’s a beautiful thing!