The Red Wing Way

A man in workwear swinging a sledgehammer with a blue sky behind him

There are those who take the easy road. And those who build it.

Never has it been easier to take the easy way out. To kick off our shoes, sit back, and let someone else do the hard work. We live in the era of the short cut. The quick fix. The easy win.

But there are still those who choose effort over ease.
Who know shortcuts rarely lead to places worth going.
And that nothing worth a damn exists until someone gives a damn.

That's who we make for.
Those who believe that if you do something, you do it right.
No matter what.

No one ever pointed to a spreadsheet and said, “I built that.”

The men and women who wear our products every day live by a simple code: do it the right way, or don't do it at all. They live by this principle in their work on the jobsite and in the crafts they hone in workshops and studios across the world. It's a virtue we share. This craft, care, and attention to detail is what has separated Red Wing from other bootmakers for over 120 years. We are committed to doing it the right way, even if that means the hard way.

To celebrate this shared ethos we made billboards with the same materials and craft that we and our workers use everyday. And we made them here, in Minnesota, the hard way.

Break them out. Wear them in.

Red Wing boots are made for people who aren't afraid of a hard day's work. They choose effort over ease every day — and they're proud of it. We believe that integrity should be rewarded, so we made something that only they could get their hands on. We made Red Wing boxes out of concrete, steel, and rebar. Secure enough that only those with know-how and a little bit of grit could break in.

Those willing and able to accomplish the challenge will be awarded with the ultimate tool: free Red Wings, for life.