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An estimated 11.3 million tons of clothes and shoes wind up in U.S. landfills each year from fashion waste. Legacy footwear brand Red Wing Shoes fights against fast fashion in a campaign encouraging people to pass their boots down through generations.
With agency Wieden+Kennedy New York, Red Wing has created a sewn-in ‘will’ for Heritage boot wearers to hand down their shoes as heirlooms. The campaign highlights the long-lasting durability of the footwear.
A manifesto film for “Will Your Wings” positions the handcrafted boots as timeless, a style that can be worn for decades rather than seasons.
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