Because it doesn't change, we can continue to admire it.
As you can see in the story, I think that it is Red Wing's quality and sturdiness that has made it possible to carry on the tradition.
Abe: This campaign is a derivative of the "OUT OF FASHION" initiative that we have been conducting since 2021. The word "OUT OF FASHION" means "out of date" or "out of fashion," but on the other hand, it can also be taken as a positive meaning of "not being influenced by trends. If we make products in accordance with trends, our core will become blurred, won't it? Red Wing is not a fashion brand, but a work boot brand. Therefore, there is no need to follow trends. Our boots have been loved by a wide range of people over the ages because we have been dedicated to creating products that we are satisfied with.
In the world of watches, I think there is a culture of handing down the tradition from one person to another, but you don't often hear about that in the world of shoes. That's why it looks so fresh.
Abe: Many of the younger staff working in Red Wing's directly-managed stores came to love boots because of their fathers. When I look at photos of them when they were young, I see their fathers wearing Red Wing boots and holding their children in their arms.
Red Wing Shoe Store Fukuoka Parco staff and father.
I see that the appeal has been passed on to the younger generation.
Abe: On the other hand, many of our younger customers also do so. They came because they saw their fathers wearing them. I feel that this is how a cycle is born. Some of our female customers say that their fathers or boyfriends wore them and they knew they were good, so they came here because they wanted to buy them themselves.
You mentioned earlier that "it is not a fashion brand," but it has been passed down from generation to generation, and this is reflected in its products. I think that is why many people are attracted to your products.
Abe: It is precisely because things never change, for better or worse, that we can continue to admire them. People often talk about how they liked that item from that era. But people who like "Red Wing" don't express themselves in that way. They keep saying, "I like this one," and they continue to use it for a long time.
That's why I love them so much, and even if there are times when I don't wear them, I want to keep them.
Abe: Although there should be an option to buy a new pair of shoes, people are attached to them, so they repeatedly maintain and cherish the same pair of shoes. I think it is precisely because a pair of shoes is so special that people want to pass it on to someone they love.
