From market stall to must-have: How Rollie Nation conquered Australian footwear
Fourteen years ago, Vince Lebon staked his life savings on 500 pairs of a single shoe design. Today, that bet has grown into Rollie Nation, one of Australia's most recognisable footwear brands, with more than a million pairs sold worldwide.
The Melbourne-based designer launched the brand with a six-week stall at South Melbourne Market, where he sold out in just five weeks. The hero product was the Derby, a lightweight shoe created for his wife Kat, a flight attendant who wanted something practical yet full of character. Lebon named the company after her nickname, Rollie.
What makes Rollie Nation different from other Australian shoe brands?
Lebon's approach has remained consistent since those early days. There was no advertising budget and no launch event, just direct conversations with customers who tried on the shoes and loved them. The brand's values, he says, have always been rooted in community, intentionality and creative ambition.
Before starting Rollie, Lebon worked on projects with Nike, Jordan, Adidas and ASICS, and holds a scholarship at Pensole, a footwear design academy. His vision from the start was to build a global brand with Australian roots.
“I've always wanted Rollie to be a proud Australian-grown footwear brand. We have a presence internationally however we're focusing on our own backyard, the Australian market, specifically Melbourne.”
Why are Rollie shoes suddenly everywhere?
The Derby has seen a global resurgence. Lebon noticed the style everywhere during a trip to Japan in early 2025, which reinforced his confidence that the design has lasting appeal. The brand turns 15 in February next year, and its range has expanded well beyond the original shoe.
Today, Rollie offers flats, sandals, boots, slippers, loafers and sneakers, with prices ranging from $150 for slippers to $320 for high-top sneakers. The newest collection includes suede and leather moccasin loafers, plus everyday sneakers in pink, animal print, chocolate and silver.
Which Rollie shoe is the current fan favourite?
The Kumo sneaker, the brand's most recent launch, has become its most popular item. It has been spotted across social media and has developed a strong following among Gen Z. Fans have taken to Rollie's Instagram account to praise the new range, with comments including “so perfect” and “need these”.
Lebon attributes the sneaker's success to its broad appeal. “I think it's because, not only does this shoe truly reflect me and the brand, but it also is a shoe that fits everyone who loves a sneaker,” he said. “The response has been overwhelming.”
What will Rollie Nation do next?
Lebon admits he once had strict rules about what he would never design, including heels. He has since launched the Paris heel, now one of the brand's most popular products. The company has also introduced t-shirts, signalling that footwear may only be the beginning.
“As the brand has grown, so has the offering. Footwear was and is just the start of what we're building,” he said.
For now, the focus remains on the Australian market, with Melbourne at the centre of the brand's identity. “The longer we're in business, the more we know who we are,” Lebon said, describing Rollie as a brand that reflects the spirit, creativity and taste of the city.