Red Wing Shoes launches first global ad campaign Dee DePass, Star Tribune
Industrial boot maker Red Wing Shoes launched a global advertising campaign Tuesday focusing on its intentionally Out of Fashion Red Wing Heritage line of leather and double stitched footwear.
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The initial 12 advertisements hitting social media sites today will run for several months. The video commercials, which will run in Red Wing Shoe stores around the world and online, feature real people wearing the Heritage boot as the story is told about their work, lives and passions.
Three of the Out of Fashion commercials were filmed in Taiwan, London, and Philadelphia. A fourth ad is a 90-second anthem featuring the individuals in the first three spots paired with a voice-over reading a letter written by the late, avant-garde journalist Hunter S. Thompson.
Red Wing Heritage Dubs Itself as ‘Out of Fashion’ in Campaign Starring Viral Couple The Changs Robyn Merrett
On Tuesday, Red Wing launched its first-ever global campaign, dubbing the footwear brand as “Out of Fashion.” The phrase, which is also the name of the campaign, serves to “amplify stories from real people who stand proud in their ideas and identities and never chase trends, norms or expectations.”
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To capture the idea, Red Wing partnered up with laundromat owners, who also happen to be internet sensations, The Changs. Wan-ji [Mr. Chang] and Sho-er [Mrs. Chang] went viral last year after they began modeling forgotten clothing in fashionable ways left at their Taiwan-based Want Show Laundry on social media. The Changs not only posed in the abandoned laundry, but also began repairing and caring for items, giving them new life. While repurposing clothing and material has since become huge in the fashion industry under th