Will Your Wings
Style should echo for decades. Not seasons.
Since 1905, Red Wing has made boots with attention to quality, craft, and premium materials. In a world of fast fashion and disposable trends, they are built to stand the test of time. Over the years, countless letters and stories have been shared from people who have received boots passed down from a loved one. With that insight in mind, we converted the iconic Red Wing label into a “will” — helping people leave their boots to others. We featured the iconic Steve McQueen (who rocked Red Wings) and his granddaughter, Molly McQueen, to further the legacy story.
Made with the good people at Wieden+Kennedy NY.
More via: Esquire, Gear Patrol, High Consumption, AdWeek, Star Tribune
Launch Film
Molly + Steve McQueen
Steve McQueen is renowned for his legendary stunts on and off-screen, and his impeccable and timeless style echo decades later. Red Wing boots were more than just a preference of Steve’s; they were a statement. He carried himself with a fearless determination that defined his life, and an unwavering commitment to doing things your own way. That same legacy lives on through his granddaughter, Molly McQueen, and her family.
Limited Edition Steve McQueen Red Wing Boots
Steve McQueen in Red Wings, 1963
Yuki + Shino
Yuki loves her Red Wing boots. She wears them almost every day because, she says, they bring her confidence. Yuki gave Shino her first Red Wing boots when she was 9, so she could always carry that confidence with her. It is a mindset she has embraced as she travels the world with her mother, excited to meet new people, fearlessly facing new experiences.
Brelen + Max
Brelen is a horseshoer from California, a master of a timeless craft. Through countless hours spent trimming and shoeing horses' hooves, he's relied on Red Wings to get the job done. As he’s worked with his apprentice Max, he's also worked to impress important values on him. To that end, Brelen handed down a pair of his Iron Rangers—the same pair that were handed down to him—to instill the same appreciation of expertise and skill in his young friend.
Visual Stylings + Lookbook
Role: Head of Brand + Creative at Red Wing
Team: Wieden + Kennedy NY (Marques Gartrell, Brandon Henderson, Jake Thompson, Alex McClelland, Phil Le Brun, Ads Dechaud, Pete Gibson, Andrew Fisher, Mayra Yaji, CK, Dev, and many others), Ani Djaferian and the team at Red Wing.
Directed by: Greg Hunt at Farm League