The Red Wing store in Vienna.


Red Wing is expanding its footprint in Europe. The brand’s newest store, in Vienna’s Neubau museum and shopping district, is also its largest. The Austrian outpost is the eighth foray into Europe for Red Wing. The 100-square-meter space will also offer repair and resoling, as well as products from Filson and Stetson.

Other Red Wing stores can be found in Berlin, Frankfurt, Hamburg, Cologne, Munich, Amsterdam and London, in addition to the 500 workwear shops in the U.S., three in Japan and four in the rest of Asia. The brand is also sold in numerous global stores.

First founded in 1905, Red Wing makes work boots, hunting boots and workplace safety boots, in addition to its classic Heritage collection. The footwear-maker remains focused on its core offerings, but the sturdy, iconic Heritage styles have attracted a new demographic for the brand. The rugged, handcrafted shoes and boots, which retail for $220 to $550, have an artisanal appeal for the craft beer and single origin chocolate set.

The Red Wing, Minnesota-based brand introduced its women’s Heritage collection in North America and Europe last month, with a range of nine lighterweight and more cushioned styles tailored to female feet. Women’s styles aren’t a novelty for the shoemaker — Red Wing first sold them 90 years ago to adventurous women breaking free of restrictive fashions in the Twenties. The latest kicks have already found a suitable audience, with the knee-high Gloria boot popping up on the feet of Lady Gaga.

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