Red Wing Shoes | Will Your Wings
Red Wing Shoes, established in 1905, champions enduring quality against fast fashion trends and workwear fetishism. Expanding on their “Out of Fashion Since 1905” campaign, we worked with Red Wing to introduce a tangible action: the ability to sew an actual will into every Heritage boot globally. We partnered with Farm League, a B-Corp production company whose values align strongly with Red Wing and Wieden, to create a series of films featuring real people who have passed their boots down to meaningful friends and family. We wanted to show that Red Wing boots are meant to be passed down, creating a legacy that can last for generations.
Brelen & Max
Brelen is a farrier based in Petaluma, California. He treasures craftsmanship, believing in taking the time to do things the right way. He’s a mentor and friend to his neighbor, 15-year old Max, passing down the trade of horseshoeing to him and so much more. Brelen passed on his Iron Rangers to Max, but it was about more than giving away a pair of shoes. We filmed on location at Brelen’s house and a local Petaluma farm to document how Brelen passing on his boots to Max is about entrusting Max with his story, a narrative that Max continues to write.
Yuki & Shino
Yuki and her 13-year old daughter, Shino, live in Saitama, near Tokyo. Yuki is a single mother and business leader, and her situation is quite rare in Japanese culture. To Yuki, her classic mocs are more than just footwear; they’re a symbol of her independence, her adoption of a culture outside her own, and the spirit of forging her own path. By passing her boots to Shino, Yuki instills in her daughter that same sense of independence and authenticity. The mother-daughter duo loves to travel, so we captured a moment of their lives on a trip to Brooklyn, NY.
Credits
Agency: Wieden Kennedy
Producer: Connor Dean
Art Director: Adeline Dechaud
Writer: Phil Le Brun
CDs: Alex McClelland & Jake Thompson
Account: Mayra Yaji & Caityln Kayser
Production Company: Farm League
Director: Greg Hunt
DP: Moritz Uthe
Line Producer: Jefferis Gray Gonzalez
Executive Producer: Michael Pizzo
Post:
Edit: JP Damboragian
Post Producer: Theo Fischel-Bock
Color: Mikey Pehanich / Blacksmith
Mix: Jesse Springer