Red Wing Heritage x Want Show Laundry

As part of their first global campaign, Red Wing Heritage dreamed up with a product collaboration for the ages: a collection of 30 lost, forgotten, and rare boots from around their Minnesota offices, curated by their campaign stars, Want Show Laundry, and benefiting their mission of circular fashion.

As Heritage's creative agency, the team at ALC was tasked with coming up with an idea to release this collaboration to the world in a manner just as unique as the collection itself. Inspired by the auction catalogs put out by legendary houses like Christie's and Sotheby's, we applied the same level of care and detail to this collection of boots, which were works of art in their own right. The deliverables included a digital catalog modeled after those of the big auction houses but with a contemporary twist. Our art direction was simple – let these boots speak for themselves, focusing on the natural beauty and idiosyncrasies that come from being forgotten in the back corners of the Red Wing offices. The digital catalog pointed to listings listed on eBay, where brand superfans could bid on owning a piece of Red Wing history.

Overall, the campaign raised over $16,000 for the Want Show Redefine project, which will use the funds to help further their mission of supporting Taiwan’s laundromats and promoting circular fashion.

Client: Red Wing Heritage
Agency: ALC
Role: Art Direction, Design, Strategy