I was doing my usual web surfing and phone tapping and came upon this interesting Article on Redwing introducing an outerwear collection. The funny thing is that they're really known for their workwear, and boots, but word is that they are actually looking to hit the contemporary, ahead of the game in style market.
"NEW YORK — Red Wing, a venerable maker of high-grade, steel-toe work boots, is debuting a line of outerwear, marking its first push into apparel and highlighting the label’s growing cachet as a lifestyle brand.
Made under license with Richlu, a Canadian workwear company, the leather coats and jackets, launching this fall, may look tough, but the range is squarely aimed at the company’s new and growing customer base: the fashion-forward, contemporary market.
Long a staple for construction workers and farmers, Red Wings have unexpectedly become the It-boot among the trend-conscious. Three years ago, the fashion set in Japan and Europe “discovered” the boots, lured by the brand’s apple-pie credibility and rugged designs, and suddenly hip boutiques in Tokyo and Paris were calling the company’s headquarters in Red Wing, Minn.—a town of 16,000 located on a tight bend in the Mississippi River, 60 miles south of Minneapolis—for product. Red Wing had done no advertising nor pitched fashion editors" (Words By Brenner Thomas).