By Egotist / /
After 115 years, Minnesota-based Red Wing Heritage will launch its first-ever global campaign to position the brand as intentionally ‘Out of Fashion.’
The Out of Fashion campaign was inspired by and will amplify stories from real people who stand proud in their ideas and identities and never chase trends, norms or expectations. Red Wing Heritage partnered with laundromat owners turned local and internet sensations The Changs and their Want Show Laundry business, as well as others who embody what it means to be Out of Fashion.
These stories frame Red Wing Heritage’s timeless status and place the Classic Moc Toe Boot as an iconic silhouette. This is also a way for Red Wing Heritage to promote slow-fashion: a culturally relevant topic amid sustainability and anti-fast-fashion conversations.
Below are the voices and new legacies to be featured in the global creative.
The Changs – Taiwan
An octogenarian couple proving there’s no age limit on boldness and having fun with fashion. Hsu Husiu-e and Chang Wan-ji are laundromat owners turned local and internet sensations, due to their creative repurposing of left behind clothing.
Erin Brown, The Concrete Cowgirl – USA
Stable meets the street. Born and raised in Philadelphia, Erin’s mission is to preserve and educate the public on the culture and legacy of Black urban cowboys and keeping at-risk youth off the street.
Bioni Samp – UK
Through his distinctive music that uses bee frequencies, Bioni’s deeper mission is to raise awareness about bees and their increasingly fragile ecology system. His carefully crafted albums take nearly two years to complete, and the finished product doesn’t fall in any one genre.