Alice Merriman, founder of Duke’s Boots, is redefining what cowboy boots mean in a modern, British context. Born in London and raised on instinct, rebellion, and self-possession, her boots aren’t about the Wild West — they’re about Notting Hill nights and Monday morning power moves. With bold silhouettes and unapologetic energy, Duke’s brings a street-smart twist to an American icon. We caught up with Alice to talk attitude, design, and why these boots aren’t made for anyone’s approval but your own.
You describe Duke’s as “cowboy boots with a British street twist.” What does that fusion mean to you in practice — and in style?
It’s about taking something iconic — the cowboy boot — and stripping away the Americana clichés. Duke’s is rooted in British energy: sharp, bold, a bit rebellious. The boots have that classic silhouette, but with modern lines, and details that feel fresh. Think less Nashville, more Notting Hill. It’s a boot you can wear on Friday nights, Sunday lunches, Monday morning meetings and everything between.
Can you take us back to that moment at 16 — what did slipping into cowboy boots for the first time unlock in you?
It was instant attitude. I remember looking in the mirror and thinking, This is who I am. It wasn’t just fashion — it was a feeling. The boots gave me permission to take up space, to walk with confidence. At 16, when everything felt uncertain, those boots grounded me. They were strong, unapologetic — and I wanted to feel the same.
Forget the Wild West — think Boudicca. That’s a strong statement. How does British female power shape your brand?
We reclaim the cowboy boot — a hyper-masculine symbol — as a vessel of self-possession. Not for seduction. Not for validation. But for taking up space, dancing hard, quitting jobs, starting again, and living vividly. We don’t wear boots to look empowered. We wear them to do the bloody thing
This launch feels as much about attitude as it is about fashion. What kind of woman are you designing for?
She’s the one who doesn’t wait for permission. She’s bold, curious, a bit mischievous. She doesn’t follow trends — she follows her gut. Whether she’s in a boardroom, on a bike, or out dancing, she brings the same fearless energy. Duke’s is for women who know what they like and don’t apologise for it.
From cocktails to cab rides, Duke’s boots are built to live in. What kind of journeys do you imagine your boots going on?
All the good ones. A last-minute flight to Ibiza. A Monday meeting that turns into an after-hours martini. A walk across town that clears your head. These boots aren’t precious — they’re made to move, to dance, to do the things that turn into stories. I want them to feel like a companion, not just an accessory.
You’ve self-funded this brand from the ground up. What’s been the most empowering — and most challenging — part of that journey?
The most empowering part is knowing every decision came from me — the design, the messaging, the vision. It’s been completely mine. The flip side? It’s a lot. Every risk is personal. Every choice exposes a little bit of me. But I wouldn’t trade it. The hard bits — the vulnerability, the pressure — are what give the brand its backbone.
What can we expect from the next Duke’s drop? Any wild ideas you’re excited to bring to life?
For Autumn/Winter, expect new silhouettes across buttery nappas, suedes, shearling, and animal prints. I’m dreaming big.