A STEP WEST.

After 43 years of frontiers and prairies, the Durango Boot product line underwent a facelift. A positioning change combined with the fresh product enabled the parent company, Rocky Brands, to shift market perception away from a base “truck driver boot” to something more stylish and capable of targeting new consumers. With these new looks, it was time to revitalize the Durango brand.

Our research chronicled the influence of “urban-western” on fashion, popular culture, and music. A pathway to growth, and new product development, presented itself in the women’s footwear segment, and we moved to redefine the core Durango consumer. We then repositioned the brand as the ambassador of an independent and fashion-forward lifestyle that embraces the traditions of the American West through Urban Expression.

Durango Boot customers express individual style while making a statement about their independence! Durango defines the urban-western fashion movement and is now a leading seller in its category.