A STEP WEST.

After 43 years of frontiers and prairies, Durango was widely perceived as a "truck driver boot."  We saw opportunities to revitalize the brand and target new market share.

Our research chronicled the impact of an "urban-western" movement in fashion, popular culture, and music. Growth opportunities existed in the young female segment and we moved to redefine the core consumer. We then repositioned the brand as the ambassador of an independent and fashion-forward lifestyle.

THE TRADITIONS OF THE AMERICAN WEST MEETS URBAN EXPRESSION.

Durango Boots enables consumers to express their western side by offering a cultural rallying cry to embrace independence and make a statement! Durango defines the urban-western fashion movement to “Head West.”

Durango is now a leading seller in its category.