The sun is setting on Vasque, but not before releasing one more boot to keep outdoor enthusiasts out on the trail.

Available now is the Horizon, a boot Vasque stated was designed for casual hikers who want athletic-inspired comfort “without sacrificing traditional trail protection.” Vasque created the boot with low and mid heights, and is available in both women’s and men’s sizing.

Vasque built the Horizon with sustainable materials, including 60 percent recycled content in the heel counters and 50 percent recycled linings. Also, the boot’s energy-returning EVA midsoles are made with 20 percent sugarcane.

The boots also feature waterproof nubuck leather upper, as well as the brand’s VasqueDry waterproofing technology, durable rubber outsoles, comfort-focused open-cell PU insoles and reflective details for added visibility.

The Vasque Horizon is available now in a low for $130 and a mid for $140 via Vasque.com. Once the Vasque website shutters, the boots will be available via the Irish Setter website.

Red Wing Shoe Co. confirmed via email with FN on Oct. 11 that it immediately stop new product development, marketing and purchasing for Vasque. Also, it stated any open orders scheduled to ship before January 2025 will be fulfilled, and all spring 2025 orders will be cancelled.

“What consumers seek and how they want to both shop and buy has changed dramatically,” a statement from Red Wing Shoe Co. emailed to FN read. “These changes have forced us to re-evaluate our business proposition and opportunity.”

The statement continued, “This is not a decision that we took lightly. In fact, we evaluated many possible strategic paths. In the end, however, we do not believe that there is a viable path forward. With limited resources, we believe it is best for us to focus on the incredible opportunities we see in our core business and brands at Red Wing Shoe Company.”

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

The outdoor market took a hit Friday, as Red Wing Shoe Co. announced it is shuttering both the Vasque brand and its outdoor hiking business.

In a statement emailed to FN, Red Wing Shoe Co. cited the dramatic changes to the market, “particularly over the last several years,” as the reason for its sunsetting of Vasque and its outdoor hiking business.

“What consumers seek and how they want to both shop and buy has changed dramatically,” the statement read. “These changes have forced us to re-evaluate our business proposition and opportunity.”

The statement continued, “This is not a decision that we took lightly. In fact, we evaluated many possible strategic paths. In the end, however, we do not believe that there is a viable path forward. With limited resources, we believe it is best for us to focus on the incredible opportunities we see in our core business and brands at Red Wing Shoe Company.”

With recent years hampered by inventory woes and a product range with far too many SKUs, Vasque — which the Red Wing Shoe Co. launched in 1964 — had worked to right the ship. Those efforts began in September 2020, when company veteran Bryce Wernsman was named president of the American hiking boot brand. Several other key hires were made along the way, including Scott Kendall as its product designer in June 2021, Jessica Sandrin as product in July 2022 and Brandon Gough as the North American sales manager in September 2022.

Speaking with FN in October 2022, Wernsman revealed Vasque’s game plan to both become relevant with today’s outdoor consumer and fix the problems that have long plagued the brand. This included the release of a modernized iteration of its popular Breeze hiker and the reduction of its SKU total by 60 percent.

“We knew that we had too many products in the portfolio,” Wernsman said at the time. “We were somewhere around 150-plus styles and it was just too many. We were extending equity on really good products to try to sell new products that just weren’t really hitting.”

In September 2023, Wernsman once again spoke with FN, and offered an update on what he called a “multiyear reset” for Vasque.

The exec said at the time that Vasque had made “tremendous progress on a variety of fronts” and stated “We’ve got the best product pipeline the brand’s ever had.” What’s more, Wernsman stated Vasque had opened more than 300 new wholesale accounts in North America in 2023, including large national accounts that the brand had not historically done business with, as well as outdoor specialty stores and the family sit-and-fit channel.

Wernsman, however, also admitted orders were not where Vasque would like them to be.

“We launched our newest, most innovative, most differentiated product in the height of an industry reset,” he said. “When you look at the fall ’23 sell-in numbers, all of our partners are still sitting on inventory, so preseason orders were lower than usual.”

He continued, “We’re happy with a slow, strategic start if it means we’re building a strong foundation and building for the future. We suspect that will happen. Ultimately, everybody suffered with orders this fall, but we’ll get through that like everybody else.”

Red Wing Shoe Co. confirmed with FN that it immediately stop new product development, marketing and purchasing for Vasque. The Vasque website will continue to operate for the time being, Red Wing Shoe Co. stated, and any open orders scheduled to ship before January 2025 will be fulfilled. All spring 2025 orders will be cancelled.

“The outdoor industry has always been a family – one that thrives on shared experiences and the love of the outdoors,” Red Wing Shoe Co. stated. “We have been honored to be a part of so many retailers’ footwear assortments, as well as the community at large. While we will no longer be a stand-alone brand within the industry, we will forever be a champion of it from the sidelines.”

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

As the original American hiking boot brand, Vasque has been a “hike-first” brand since its inception in 1964. Decades later, the brand has only strengthened its legacy, always creating purpose-built footwear.

Aiming to meet the needs of a variety of consumer segments, Vasque is expanding its product line while remaining committed to the outdoor hiking shoe category.

This growth can be seen in the brand’s fall 2024 collection which introduces a new range of products created to appeal to hikers at all levels of skill and interest, from the technical hiker to light hikers and everyday outdoor enthusiasts.

Most notably, Vasque will launch its Horizon line within its fall collection, which introduces their most accessible hiker shoe yet.

Here, Amy Peck, director of product creation at Vasque, sat down with Fairchild Studio to discuss Vasque’s new product line for the fall 2024 collection, including advancements in technology, incorporating sustainable materials and more.

Fairchild Studio: With Vasque’s legacy in crafting high-quality hiking footwear, how is the brand’s promise of being “built with purpose and intention” integrated into the design and development process of your new fall 2024 collection?

Amy Peck: Every product concept brief starts with the consumer and end use which drives the design and development process. The brief provides details on what is needed to build the footwear from design styling to technology, to sizing and ultimately pricing. This is all driven by who the consumer is, what their intended use is for the footwear, and how these insights can help pay off our dedication to outdoor hike. Throughout the research and development process, we are guided by the original brief to ensure we are building a product that meets our consumer’s expectations and needs.

Fairchild Studio: How does consumer feedback shape the development of new products at Vasque and specifically with the upcoming fall 2024 collection?

A.P.: Consumer feedback is one of the very first data points we use when creating new products for Vasque. We continue to obsess over the consumer and what their needs and expectations are, both of which ultimately drive our product briefs.

A good application of this is our fall 2024 all-new Horizon family. It was developed knowing the consumer was looking for great value in an essential hiker but didn’t want to compromise on technical features like waterproof protection and athletic styling. With inflation on the rise, we knew price accessibility was an important aspect that the consumer was looking for — and we didn’t sacrifice performance to achieve it.

Fairchild Studio: What is the process behind the technological incorporations in your products and why did the brand choose to incorporate Gore-Tex® Invisible Fit?

A.P.: Over the past few years we analyzed our entire technology portfolio to edit and create a technology hierarchy within the product line. When creating the product brief, we know which consumer, end use and price point we’re going after, and then assess which technologies fit within that space.

During our editing process, we identified two waterproof technologies, VasqueDry® and Gore-Tex®, that best align with our consumer segments and their needs. We’ve also identified that waterproof materials have better breathability, which led us to explore new and innovative materials by using Gore-Tex® Invisible Fit in our Now GTX light hike shoe.

Gore-Tex® Invisible Fit allows us to provide enhanced waterproof protection while providing more breathability, a better fit and reduced weight. We see this technology growing and becoming the future of waterproofing.

Fairchild Studio: How do you balance the need for durable, high-performance products with consumers more interested in eco-friendly materials such as sugarcane and recycled VasqueDry® Waterproof technology?

A.P.: Vasque originated in 1964 with a focus on delivering quality and performance in the hike category. Vasque has always been committed to designing footwear that allows everyone to enjoy the outdoors, now and for generations to come. We are constantly pushing ourselves to incorporate more recycled materials and sustainable practices with every pair.

We’re not willing to sacrifice quality or performance, so when we move to eco-friendly materials, it’s paramount to have the same or better performance results than we had previously. We do a significant extensive amount of in-house lab testing to ensure we are meeting our quality and performance standards and use those results to analyze material choices.

Fairchild Studio: How does maintaining a sharp brand focus help Vasque thrive in the fast-paced outdoor footwear industry that is known for its quick innovations and competitive nature?

A.P.: The outdoor industry is extremely competitive and moving faster than ever, and while we are continuing to advance with those changes, we also know how important it is to remain true to your brand and origin. We’ve been hike-first and remained hike-first since 1964. We’ve built with purpose and intention to craft dependable, high-quality performance hike footwear for those who love being outside for over 60 years. And we’ll continue to do so into the future.

We are an outdoor performance brand that values quality and being purpose-built, and therefore we are not going to sacrifice what we stand for as a brand to hit the latest and greatest trend. To be clear, we want to ensure the innovation and trend opportunities we identify are long-term consumer needs vs. a quick fashion trend that’s here and gone. This allows us to stay true to who we are but still be able to adapt to what is happening in the marketplace.

Fairchild Studio: With the rise of hybrid outdoor and urban lifestyles, how do you see Vasque’s role in accommodating consumers who seek versatile, everyday outdoor footwear?

A.P.: We saw this trend early on and started to go after this consumer with our Re:connect category launch in fall 2023. We currently offer two styles in this category, the Here and Now styles. For fall 2024, we’re introducing the Now GTX.

The Re:connect category was created with the hybrid consumer in mind. They need something that has performance capabilities for light hikes but is also comfortable enough for all-day wear, and aesthetically pleasing in a way that the shoes can be worn for both outdoor and daily style.

We are learning fast in this space and will continue to amplify this category by adjusting to the consumers’ needs and expectations.

Fairchild Studio: As the company expands its assortment, what strategies do you employ to explore new market opportunities while remaining true to Vasque’s hiking roots?

A.P.: As we look at new market opportunities, we are primarily focused on protecting our core. Our core is our legacy Vasque consumer and as their expectations change, we know there is still a product DNA that we must maintain because they’ve grown to expect it from us. We’re constantly working to strike the balance of delivering on their expectations while aligning with our brand DNA.

Our fall 2024 collection is a great example of this principle in action. We have the new St. Elias XT, which will be our most technical, premium core hike boot. We also introduced the Horizon, with an accessible price point while not compromising quality. Both of these remain true to our brand and history — quality hiking footwear for those who love being outside. We also continue to expand our line through the Re:connect collection. This fall, the Now GTX rounds out the assortment and delivers a fully capable light hike shoe in a package that meets the expectations of the modern hybrid outdoor consumer.

Fairchild Studio: What are some emerging trends or technologies that excite you and how do you see them influencing the next generation of Vasque hiking boots and shoes?

A.P.: We see technology from the running and athletic world moving into the outdoor category, such as Gore-Tex® Invisible Fit, supercritical foam midsoles and carbon plates. We’re always analyzing technologies like these to determine if they solve a key consumer need, the future of hiking footwear and how our brand can continue to provide the best in outdoor performance.  

For the fall 2024 collection, Vasque has introduced new products to appeal to a wider range of consumers, with the introduction of its Horizon, St. Elias XT and Now GTX shoes. The Horizon shoe is aimed at casual hikers, St. Elias XT is for the more technical hikers and the Now GTX is an option for lightweight modern hikers across the board.

The introduction of the new Horizon helps to provide consumers with the “best level product at an accessible price point.” The athletic-inspired lightweight performance shoe maintains its traditional
hiking protection at the heel and toe. Horizon combines durable leather, VasqueDry® Waterproof technology made with 25 percent recycled materials and a proprietary lug pattern for all-terrain treading.

St. Elias XT is an extension of the St. Elias family for the technical hiker — providing stability and durability, plus comfort out of the box, for a variety of challenging hikes. The boot’s full-grain leather upper ensures a long-lasting shoe and its Gore-Tex® Waterproof Membrane keeps hikers dry and protected during wet conditions.

As innovation continues to be a core value of the hiking brand’s strategy, the Now GTX is Vasque’s most lightweight shoe. Gore-Tex® Invisible Fit gives breathable waterproof protection and its breathable rip stop mesh upper provides even more durability than other athletic shoes.

“As a hike-first brand it is our priority to remain loyal to our core hike consumer continuing to deliver premium performance hike footwear,” said Peck. “One of our fall 2024 collection goals was to expand our assortment — at both ends of our product hierarchy.”

To order Vasque footwear, contact vasque.orders@redwingshoes.com.

Hiking footwear brand Vasque has announced that the St. Elias XT will be released Aug. 27. The new style is described as “the bigger, warmer, burlier, more-robust version of the recently-released St. Elias.”

With the XT in the name referring to “Extreme Terrain,” Vasque describes the $220 shoe as including “all the best features of the St. Elias – virtually zero break-in period, incredible traction, and comfort right out of the box,” in addition to several new characteristics.

These new characteristics include thicker leather and a rubber rand; a PU midsole and powerplate to enhance stability and durability; a Vibram Megagrip rubber outsole with 90-degree traction; and an extended padded heel collar keeping out dirt and helping with stability on uneven ground. The ankle-length boot is designed in a brown and black colorway. The original St. Elias is offered in a brown color called clay, and a second option is referred to as desert taupe.

Additional shoes offered by Vasque include the Talus WT NTX, a boot designed for the cold; and the Coldspark Ultradry, a winter boot crafted for cold weather activities. Vasque has also ventured into the light hike realm to cater to consumers who don’t want a conventional heavier hiking boot. The Here shoe, a part of the Re:connect Collection, was released in 2023; with a futuristic style, it’s designed to be a versatile shoe that can be worn in a variety of outdoor settings.

Amy Peck, director of product design at Vasque, discussed the new line. “Amid the pandemic, we saw a significant shift in how the general population thought about the outdoors,” Peck said. “This specific consumer is looking for a high-quality shoe that gives them the support and performance they need for their local parks and trails, but also could easily transition to walking their dog around the block – an everyday outdoor shoe.”

Since 1964, Vasque has been creating purpose-built trail boots after founder W.D. Sweasy traveled to Europe and witnessed firsthand the hiking craze.

Now, Vasque is furthering this six-decades-long commitment to mobilizing Americans outdoors and encouraging people to “log outside” with a new collection of everyday shoes, enter the Re:connect Collection. 

Through the launch of the Re:connect Collection, the outdoor footwear company is evolving to meet the needs of its consumers through a more versatile product. The Re:connect Collection features two iterations of shoes, both built with lightweight and sustainable materials for maximized comfort and designed to go from “town to trail.”

The first part of the collection, called ‘Here’, launched this fall; and the ‘Now’ shoes will be released in Spring 2024. Director of Product Design at Vasque, Amy Peck, told Fairchild Studios that the goal is to entice new consumers and open up their consumer base to a wider demographic while appealing to those who already love and incorporate Vasque hiking shoes into their lifestyle.

“Amid the pandemic, we saw a significant shift in how the general population thought about the outdoors,” Peck said. “This specific consumer is looking for a high-quality shoe that gives them the support and performance they need for their local parks and trails, but also could easily transition to walking their dog around the block – an everyday outdoor shoe.”

Utilizing Vasque’s expertise within the hiking shoe market, Peck said they were able to apply their fit and finish to a new category. The aggressive Xlite outsole and midsole of the Here shoe provide consumers with a substantial technical grip and support to mesh fitness and lifestyle together for an all-in-one shoe.

Created from an anatomical last, the Here shoe wraps around the foot to create a fit that allows for comfortable movement. Through enhanced micro multidirectional traction, the footwear is designed to easily change scenery — whether going for an urban trek or an after-work hike.

The design of the Here shoe has futuristic styling with a distinctive oversized rocker heel and a recycled polyester upper that is lightweight and breathable. While maintaining a refined look, the performance capabilities match that of a traditional light hiking shoe.  The upcoming Now shoe has a wider outsole, thicker midsole and extended heel fit collar system, all of which provide an added degree of comfort and stability.

Peck explains that the idea behind the collection was to encapsulate a new product that simultaneously preserves the level of quality and craftsmanship the brand has maintained since the 1960s.

Another way the Re:connect Collection stands apart is through its sustainable material choices. Bio-based sugar cane is utilized for the midsoles, as it provides the quality and performance the company is known for. 100 percent of the upper mesh is recycled, 85 percent of the polyester webbing and lace is recycled and 60 percent of the content heel counter is recycled. 

Furthermore, Peck noted that all aspects of sustainability such as recycled materials, bio-based materials and circularity are a fundamental part of the design process. Through this new product assortment that easily transitions from lifestyle to trails, Vasque’s shoes are helping ground its consumers in the present moment. 

“The Re:connect collection is meant to inspire wearers to simply step outside,” Peck said. “We believe you don’t have to travel far to change your perspective. The Re:connect Collection isn’t meant to replace our classic styles, but rather open the aperture of our brand to an all-new consumer by addressing a need that we haven’t previously.

This time last year, Vasque was hard at work trying to right the ship. At the time, president Bryce Wernsman revealed the outdoor brand’s big challenges, which included daunting inventory woes and a bloated product assortment.

Today, Wernsman said Vasque — which is owned by Red Wing Shoe Co. and turns 60 next year — is “mid-flight” through a “multiyear reset.”

“We’ve made tremendous progress on a variety of fronts,” Wernsman told FN. “We’re trying to get this brand in a position where we can better service both our [wholesale] customers and consumers, a position where we can take a modern approach to product and how we think about marketing.”

To ensure the reset is successful, Vasque has made a notable investment in talent since Wernsman took control in September 2020. This includes several new hires and promotions in key areas, such as its product creation team. “Those people are starting to make a huge impact,” Wernsman said.

The first addition to Vasque’s product team was Scott Kendall, a veteran of New Balance, Wilson Sporting Goods and Puma, who was hired as its designer in June 2021. From there, the brand tapped Jessica Sandrin to fill its product line merchant role in July 2022, and Austyn Dunham joined as product developer in February.

Vasque has also strengthened its marketing team, with Jamie Kvamme — a Red Wing veteran — coming over in April as its director of marketing. Wernsman said Vasque is at work bolstering Kvamme’s team with channel marketing resources and is actively interviewing candidates.

Massive Shifts

Included in Vasque’s reset plan was a dramatic reduction of SKUs, cutting its product offering by 60 percent. This move, Wernsman said, has already proven beneficial.

“From the internal-facing perspective, it’s improved the productivity of our manufacturing. That’s allowed us to get better support and resources from our primary factories. Also, it’s allowed us to pursue new factories,” the exec explained. “When you have a product line that is bloated and unproductive, it’s hard to manage internally; it’s frustrating from a manufacturing standpoint. Cleaned up and tight, you can start to drive volume behind your key product families or franchises. Now, it’s easier for us to work with our partners to design bigger and better programs for the future.”

What’s more, because Vasque finally has its product mix under control, Wernsman said the company was able to bring on a second manufacturing partner.

This reduction of SKUs has also allowed Vasque to implement a franchise-building strategy. Wernsman said that building franchises will reveal growth opportunities for Vasque and identify new areas of the market where the brand could compete.

“We’ve spent a lot of time cleaning up our in-line product. We were lacking a point of view, whether it be through innovation, color, design language,” said Amy Peck, director of product creation for Red Wing Lifestyle Brands, which includes Red Wing Heritage and Vasque. “We’re approaching it with a modern take because our consumer is demanding that — sustainability, lightweight, enhanced comfort. These are all expectations that our consumer has told us. We’re making sure we’re modernizing but not alienating the core consumer of our in-line product.”

Wernsman added, “We’ve got the best product pipeline the brand’s ever had.”

Vasque’s retail partners seem to agree. Wernsman said the brand has opened more than 300 new wholesale accounts in North America in 2023. This includes a presence in large national accounts that Vasque has not historically done business with, as well as outdoor specialty stores and the family sit-and-fit channel. Also, Wernsman said Vasque is now in six new countries across Europe, and the company has reset its relationships with distributors in Asia.

“We’ve opened more new distribution this year than the last two to three years combined,” Wernsman said. “We’re excited because we’re building a solid foundation and expect to see significant growth come from it as [the industry gets] back to normal ordering behaviors and inventory positions.”

New Product Direction

Having long catered to hardcore hikers, Vasque is set to debut its most versatile designs to date.

“There are people who are traditionalists. They want a leather boot, they want it to be heavy duty and overbuilt in many ways. And then there are people who want to go outside, be comfortable and look good while they’re doing it — and they’re not willing to sacrifice on performance,” Wernsman said. “Our big idea was to answer the question, ‘How do we make a more approachable outdoor shoe for people who don’t need traditional, heavy duty boots?’ We’re happy with the approach we’ve taken to get us there and with our launch into this [light hike] category.”

Peck added, “Full transparency, we hadn’t had a consumer-centric category kick off at Vasque. Traditionally, our brand loyalists are hardcore hikers. But getting closer to the consumer allowed us to get here. [Light hike] is crowded with a lot of great competitors, but if we think about who we are, we’ve been doing this for over 60 years, so we deserve to be there just as much as any other brand. The consumer drove our insights. They want product they can hike in, they can potentially run in, but it doesn’t scream ‘equipment.’ It’s highly versatile and it’s inclusive. That’s been really important to us.”

To appease the modern outdoor consumer, Vasque created Re:connect, which is a range of light hikers created to complement the brand’s core hiking line. The first Re:connect style to launch is the Here, which will debut in a low and a mid-height in both men’s and women’s sizing.

Vasque described the Here as a lightweight, comfort-driven look created using sustainable materials. The shoe features 100 percent recycled polyester mesh on the uppers, with 85 percent recycled polyester on the webbing and lace, and heel counters made with 60 percent recycled content. The uppers sit atop high-rebound EVA midsoles made with 20 percent sugarcane, as well as Bloom EVA footbeds and the brand’s R2T outsoles with aggressive Xlite lugs for multidirectional traction.

The Vasque Here Low and Mid will arrive on Sept. 6 via Vasque.com and will retail for $130 and $150, respectively. After its debut, Peck said Vasque will continue to tell new color stories on the Here into 2024.

And on Sept. 20, Vasque — with Huckberry as its lead retail partner — will release limited-edition colorways of the Here Low and Mid. The brand will deliver the “Adventurine” and “Moonless Night” versions of the Low for both men and women, and a Mid “Adventurine” look for men.

Looking ahead, Vasque will expand its Re:connect collection next year to include the Now. “If we use old-school run talk, the Here is faster and snappier, and the Now is a bit more stable, maybe a little simpler,” said Peck, who previously worked with Kendall at New Balance.

In terms of materials, the Now features 100 percent recycled ripstop mesh uppers and 100 percent recycled content internal fit sleeves, as well as high-rebound EVA midsoles made with 20 percent sugarcane, plus the brand’s R2T outsoles.

However, if you were to ask Peck, she would say the most compelling story of the Now is the upper.

“The Here, it’s highly transparent, really breathable, very open. The Now will be a ripstop. It’s breathable, but aesthetically, the ripstop material brings them very far apart,” Peck said. “Where Here is a bit faster and more fashion forward, Now will be toned down. It takes color extremely well and tells a nice material differentiation story. It’s going to be a vehicle for a lot of fun stuff for us.”

In spring ’24, Vasque will release the Now in three colorways. In the latter part of the year, the brand will deliver a version of the Now with Gore-Tex and also plans to drop special make-ups (SMUs) and limited-edition iterations replete with reflective hits and bold colors.

Vasque is also confident Re:connect will attract female consumers in ways the brand has never been able to before.

“Internally, we call [the Re:connect consumer] the ‘Nurtured Naturist.’ If we think about what they like to do, it’s mostly female, which was really fun for us,” Peck said. “Most of our hardcore hikers are male, north of 45. She falls in between that 30-to-45 range. What’s really important is she is not brand loyal, which offers an opportunity for us. She buys off of looks. We focused a lot on what she did for a wearing occasion. She’s outside just as much as the hardcore hiker, but over small stints of time. What an opportunity for us to design a piece of footwear that could go with many different outfits or many different uses.”

Wernsman said Vasque historically has been fairly close to a 50-50 split when it comes to gender. However, with inventory issues in recent years, hindering its ability to meet consumer demands for lighter and more modern footwear options, that has moved to 70-30 in favor of men.

“We’re not happy with that,” Wernsman said. “The target is to make sure we’re, at the very least, 50-50, with certain products skewing male and certain products skewing female.”

Peck added, “We’re looking to grow our women’s piece of the pie like everyone. Right now, there’s a huge opportunity within women’s footwear.”

Although there’s buzz around the product with its retail partners, Wernsman said orders are not where Vasque would like them to be — which was to be expected.

“We launched our newest, most innovative, most differentiated product in the height of an industry reset. When you look at the fall ’23 sell-in numbers, all of our partners are still sitting on inventory, so preseason orders were lower than usual,” the exec explained. “From a business results standpoint, it’s not where we want it to be, and that’s OK, because from the beginning when we launched this category, we knew we would rather have a slow, steady, healthy build, versus a big flash in the pan. We’re not trying to capitalize on fleeting trends. We’re trying to build products that can stand the test of time.”

He continued, “We’re happy with a slow, strategic start if it means we’re building a strong foundation and building for the future. We suspect that will happen. Ultimately, everybody suffered with orders this fall, but we’ll get through that like everybody else.”

The outdoor brand — which is owned by Red Wing Shoe Co. — has had a challenging two years, marked by inventory woes and a product range with far too many SKUs. Bryce Wernsman, a Red Wing Shoe Co. veteran, was hired as president of Vasque in September 2020 to right the ship.

Now, as the brand enters a new chapter, Vasque has made key hires to ensure the future is bright. In June 2021, the company tapped Scott Kendall as its product designer, who has been tasked with modernizing its design language and increasing the use of sustainable materials. Also, Jessica Sandrin was hired in July of this year as product merchant to drive its merchandising strategy and Brandon Gough was brought on in September to fill the newly created North American sales manager role.

What’s more, Vasque revealed the newest Breeze at the start of this month, the latest look in the brand’s hiking boot franchise. This version of the Breeze, which is available now for $160, is the brand’s most sustainable boot to date. For starters, the midsole is made with sugarcane and it also features 100% recycled webbing and its new waterproofing tech, VasqueDry, which is made from 25% polyester.

Below, Wernsman reveals insights into Vasque’s game plan for 2023 and why the Breeze is a sign of things to come from the brand.

How would you describe Vasque’s health when you assumed control, and where are you now? 

“We had the constraints of COVID, had questions about how to you keep retail open and then we actually had to stop shipping shoes for four or five month period. We got back up and running, and then our factories shut down. But this whole time, we were able to hang on the fact we have been around a long time and we’re not going to be the ones that dropped the ball. We’re going to navigate this and we’re going to get through it. That’s when we took a step back and we were able to look at the bigger picture. We said we’re going to make sure that come hell or high water, when all of this noise goes away, we’re going to be in a position to win. We took what we’re trying to do for our consumers to heart, and that is go outside, get away from all of this, let yourself be free and clear of the noise and everything that’s going on — and it worked for us. Things like getting together and going on a hike to talk about business really mattered — and we carry that forward. [Marketing director] Joe [Peters] and I get on our bikes and go on a ride and talk about business versus sitting here on the computer.”

Supply chain constraints forced Vasque to shut down its e-commerce platform for almost a year. What is the status of your website and inventory today?

“We turned off the transactional capabilities of Vasque.com in October of 2021 as we forecasted inventory to be challenging into the fall ’22 season. We’re a brand built from our wholesale partners, so we thought it only right to prioritize the partners that have supported us for so many years through a challenging time by turning off our transactional capability and instead diverting our consumers to their local retail store through an enhanced store locator experience powered by Locally. We turned the website’s transactional capabilities back on in September as we’ve worked collaboratively with our suppliers and our own supply chain to get back into a healthier inventory position which has allowed us to first and foremost fulfill our orders to retailers and additionally, allow us to allocate inventory back to the site.”

How did Vasque work to reinvent or reimagine itself during this time of COVID and supply chain constraints?

“In the midst of all of that, the [parent] company reinvigorated their desire to see success from this brand and to build a long-term perspective built on the history of the brand. So a couple things happened. One, we completely restructured how our brand sits within the framework of Red Wing Shoe Co. We were an independent brand, we ran in a silo on our own, Vasque was its own thing. We’ve since integrated our product and our marketing, our data analytics, everything into the broader Red Wing Shoe Co. community. And we’ve got an incredibly talented pool of product developers, merchants, supply chain — you name it, there’s people doing jobs all over the place that we now have access to. We’re now fully integrated into the Red Wing Shoe Co. machine. Structurally, we are in a much better position for success — but we know we can’t keep doing the same things we had always done. Let’s reset this thing, let’s figure out where we want to go.

How did you strengthen your relationships with consumers? 

[Red Wing Shoe Co. president] Allison [Gettings] had led some work to redefine our brand purpose, so we picked that up and said it’s great, it’s perfect, now let’s go do something with it. We took a look at our customers, our key accounts, wholesale partners, dot-com partners, branded accounts, dealers, mom-and-pop shops, everybody, and we we said, ‘What do they need to succeed from Vasque? How can we be a better partner to them? How do we make sure that we’ve got the right product going into those stores at the right time for the consumers that we’re going after?’ And the final piece of that puzzle is how do we tell that story from a brand and marketing standpoint? We’ve completely rewritten that as well. We took a couple years to redefine the entire foundation of this business and get ready to bring it to market when the timing was right.”

Vasque recently launched a new version of the Breeze, which has long been the brand’s statement boot. What makes this launch particularly impactful?

“Since its original launch in 2004, the Breeze has been our best-selling hiking boot. Our retail partners and consumers who have come to know and trust this boot absolutely love it and have come back to it time and time again. When we replaced the Breeze 3 with the now discontinued Breeze AT in 2020 we missed the mark, and our retailers and consumers told us so. Bringing the Breeze back is a huge moment for our brand because it represents a renewed promise to them. A promise that we are listening to their needs and wants, and that we are committed to building and innovating on franchises, like the Breeze, that will stand the test of time for many years to come.”

What makes this new Breeze special?

“We didn’t just bring the Breeze back. We brought it back to be more relevant, affordable and sustainable for today’s outdoor enthusiast. It’s packed with all the proven comfort and performance of its predecessors with a lighter weight, more modern design featuring sustainable materials throughout. This is by far the most sustainably built boot we’ve ever made — all for just $160. The Breeze is leading the way for Vasque to create even more sustainably built products into the future.”

Although you’ve debuted a new product, you’ve also reduced the Vasque product offering by 60%. What was behind this decision?

“We knew that we had too many products in the portfolio. We were somewhere around 150-plus styles and it was just too many. We were extending equity on really good products to try to sell new products that just weren’t really hitting. The first thing we did is we pulled it back and we said we’re going to build franchises. We came up a series of franchises that we can build on, so if you’re doing business with Vasque, if you’re looking at our assortment, we’ve got 30 styles for you right now but those 30 styles sit across seven families that we know sell. Consumers love them. They’re tried and true, they’re high volume and we’re selling more of them than we ever sold of all the other stuff combined. Those 30 styles represent more volume today than the 150 styles did a year and a half, two years ago.”

How will the revamped game plan play out in the coming months?

“When we went back and thought about how we build this business for the future, we knew that we needed more than just hikers. The hikers’ business, that’s our bread and butter, we’ve been doing that since day one. The next group of consumers are those we call the everyday outdoor consumer. These are people that want to go on a walk around the neighborhood, they want to go on a hike at their local park, but they’re probably doing it in athleisure and they’re probably going to do it for an hour or two at a time. It’s unlikely they’re going to go on a weekend trip or a week-long trip. They want versatile footwear that looks good with athleisure to be able to wear on the trail as well as the coffee shop and the grocery store. We’ve had to develop messaging that attracts those two consumer groups together. The reality is we’re not trying to create two brands. We’re still one brand. We’ve done an awesome job of identifying a new idea to be able to communicate to hikers as well as those that are just trying to get outside every day that encourages participation in the outdoor space. We’ve got a concept that we’re really excited about to launch this fall.”

The Minnesota-based firm announced today that 14-year company veteran Allison Gettings, who currently serves as president, will assume the CEO role effective Jan. 1, 2023, following the planned retirement of current CEO Mark Urdahl. Gettings — the 10th CEO at Red Wing Shoe Co. — will become the first woman to lead the company, which was founded in 1905.

What’s more, Red Wing confirmed in a statement today that Gettings is the great-granddaughter of J.R. Sweasy, who was president and CEO from 1921-1949. Also, it noted that this hire marks the first fourth-generation family member to run the company.

“Allison is the right choice to lead Red Wing and build upon the important work that Mark has led to position the company for the future,” Red Wing chairman Bill Sweasy said in a statement. “She brings a deep understanding of the company’s business, customers and values, having worked across many different functions over more than a decade at the company. She’s widely respected for her strategic thinking and ability to bring people together, and I am confident that she’s prepared to guide Red Wing Shoe Co. as it enters its next chapter. I also want to thank Mark for his many contributions and leadership over the past 18 years, including the past seven as CEO/president during an unprecedented time amid the global pandemic.”

Gettings has held several positions at Red Wing and has been instrumental in the success of several areas of its business. For instance, the company said she spearheaded the launch of Red Wing’s Women’s Heritage product line, reimagined its outdoor business as president of the Vasque brand from 2018-2020. Most recently, during her time as president, Gettings established the company’s first dedicated corporate social responsibility department, which is focused on advancing its commitments to the environment and the community.

“I am honored to have the opportunity to lead Red Wing Shoe Co. and excited about what the future holds,” Gettings said in a statement. “Over the past 117 years, we have garnered incredible customer ‘brand love’ across our portfolio of purpose-driven brands, and we have an awesome opportunity to build on that foundation. I am so grateful for the support and guidance Mark has provided me, and I look forward to working with the high-performing teams he has built as we accelerate our growth.”

Ahead of his retirement, Udahl reflected on his accomplishments in the CEO role, particularly in the midst of unprecedented challenges. “The last several years have been difficult for all companies, and yet we have flourished at Red Wing due in large part to our culture and people,” he said in the statement. “We stand on the shoulders of those who have come before us, and I know that there are great things to come as we transition leadership to Allison.”

The Kith founder was working as a stock boy at the famed footwear retailer David Z at the height of the hiking boot trend that reigned among New York City’s youth. He restocked the brand’s Sundowner and Skywalk boots as fast as they flew off the shelves.

“Today’s hype and excitement for sneakers was for boots and brown shoes back then,” said Fieg. “Vasque was at the forefront of that movement, especially since their [boots] were known for their Gore-Tex lining. Everyone wanted the Gore boots, and Vasque was making the most premium ones.”

Founded in 1964 and owned by Red Wing Shoe Co., Vasque has been renowned among backpackers and outdoor enthusiasts for its long-wearing hiking boots and trail runners, but the brand has also found fans among city dwellers who appreciate the same level of durability and comfort off the trails.

For Kith’s fall collection, Fieg worked with Vasque to revamp two of its most popular styles from the ’90s, casting the Sundowner in mauve leather with oxblood and burgundy details and offering the Skywalk (renamed by Fieg as the “Skywalker”) in two colorways — tan/olive and navy/red — using premium suede and tough nylon mesh for an elevated take on the classic style.

The boots also feature a cobranded logo — a first for Vasque — and debuted last month in Kith stores and on the retailer’s e-commerce site.

According to Joe Peters, Vasque’s head of marketing, there has been a resurgence in demand for several styles the company launched in the ’80s and ’90s, complementing the perennial interest in its newest and most technologically advanced models.

But the label’s priorities have not changed, Peters emphasized. It’s more the case that new customers have discovered what it has always offered. “I wouldn’t consider us pushing into a lifestyle category,” he said. “From our perspective, the lifestyle category has found the outdoor industry.”

Across the fashion spectrum, many brands introduced hiking-inspired styles to their lineups for fall, though few featured the kind of performance elements that would actually make them functional beyond city sidewalks.

Vasque, meanwhile, has incorporated Gore-Tex waterproofing in its boots since 1984, and the component features prominently in the new Fieg-designed models.

The Kith founder noted he was drawn to the company’s continuity. “What I respect most about Vasque is their dedication to consistency,” he said. “A lot of brands feel the need to deviate from their strengths and attempt to reinvent themselves, but Vasque hasn’t changed their formula. They are one of the few brands who have maintained their quality through construction and materials since the 1990s. That’s why they’ve built such a strong and loyal following.”

At first glance, it may seem there is little overlap between Kith’s sneakerhead shoppers and backcountry trekkers, but the two groups do have some things in common: Both are obsessed with detail, appreciate functionality and want the best in terms of materials.

Peters explained, “The lines between lifestyle and outdoor have blurred to the point where they can be used interchangeably. … Those core outdoor customers are branching out and acquiring more [classically] defined lifestyle gear, and the traditional lifestyle consumer is acquiring some of the most technical outdoor products on the planet.”

He added that while the Kith partnership has been an exciting development for Vasque, the brand is maintaining its focus on its core outdoor retailers and customer base — but will welcome new fans.

“We hope that the lifestyle aspects of our products that have piqued interest might be vehicles that introduce a larger population to the incredible magic that can be found outdoors,” said the exec.

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Keen Targhee

The brand’s acclaimed Targhee hiker franchise will feature three new styles for the season: the Targhee III, Targhee EXP and Targhee III Vent. All three models will come in low and mid cuts, and range in price from $125 to $145.

Adidas Outdoor Fast GTX

This lightweight hiker, which will retail for $170, boasts Gore-Tex Surround technology and Continental rubber. The model will be available in men’s and women’s sizing.

Lowa Locarno

In an attempt to attract younger consumers, Lowa has a low-cut hiker on the way for men and women boasting lifestyle appeal. The Locarno will retail for $190 and arrives in January.

Saucony Liberty

Running standout Saucony has another performance look on the way. Retailing for  $160 and arriving in November is the Liberty. The model boasts a stretchy and supportive engineered mesh upper, a full length Everun midsole and a TPU insert in the mid-foot for support.

The North Face Flight RKT

This spring ’18 look is inspired by ultramarathon runner Rob Krar. The shoe weighs 8 ounces, equipped with a one-piece engineered mesh upper and a FastFoam responsive midsole. The look of the upper is an homage to Sandstone, where Krar trains, and features Raven imagery on the medial side. The sneaker will retail for $150 and arrives in stores in January.

Vasque Trailbender II

For the first time since re-entering the category, Vasque’s trail runners will be available to retailers aside from REI. Leading the trail run selections for the season is the max-cushioned Trailbender II, equipped with TPU in the heel for stability.

La Sportiva VK

Trail run is a burgeoning category for La Sportiva, and for spring ’18 the brand has a new trail silhouette on the way. The VK weighs 7 ounces and is equipped with a FriXion outsole. The shoe will retail for $135 and arrives in March.