Some men find ruggedness in the wild. Others wear it like a second skin. Rik van Dijk, European Marketing Manager for Red Wing, is cut from the kind of cloth that doesn’t tear easy. Raised on asphalt and attitude, his first taste of hard-wearing gear came not from a cattle drive, but from a concrete jungle—skateboarding in the ’80s, wearing Dickies tough enough to take the fall.
He’s a man who knows boots and jackets aren’t just clothes—they’re armor. “Built to last and worn everywhere,” he says, summing up rugged style like a man who’s walked the talk. When he talks Red Wing, he doesn’t just pitch boots—he speaks legacy. A trip to the London store lit the fuse, but it was digging into the company’s history that sealed the deal. He saw a code. A way of doing things right.
We approached Rik armed with eight carefully chosen questions, peeling back the layers of his story and the ethos driving Red Wing. Spoiler alert, it’s a conversation loaded with the kind of insight and charm you don’t want to miss.
1. What first sparked your interest in rugged style—was it a person, a picture, or a specific piece of clothing?
My first rugged piece was a pair of Dickies. Back in the ’80s, I was a skateboarder and needed pants that were wider and tougher—something that could handle the scrapes from hitting asphalt. There was a store in Amsterdam called Zipper, and in the basement, they had all kinds of colors. Every trip to the city, we’d pick up a few. That’s when my love for workwear really began—and it’s stuck with me ever since.
2. How do you personally define rugged style?
To me, rugged style means gear that’s built to last—and ready to wear anywhere.
3. What’s one rugged style essential you swear by and why?
A sturdy pair of boots and a tough jacket—non-negotiable essentials.
4. What inspired you to start working for Red Wing?
Like many older skateboarders, I developed an appreciation for stylish, functional footwear. When I began riding and working on vintage motorcycles, I noticed many riders wearing Red Wing boots. A visit to the Red Wing store in London sealed the deal—I was hooked. I dove into the brand’s history and values, and quickly realized this was a company I genuinely wanted to represent.
At the time, I was working for Vans—another brand I loved—and had been with them for years. But when the opportunity to join Red Wing came along, I knew it was the right move. There aren’t many brands I’d truly want to work for, but Red Wing was one of the few. I feel lucky to have worked with two of my absolute favorites.
5. What core values drive every decision you make for Red Wing?
Quality — At Red Wing, everything begins and ends with quality. It’s the foundation of our products, our relationships with retailers, our brand partnerships, and every marketing decision we make. Quality isn’t just a standard—it’s the compass that guides everything we do.
6. If Red Wing were a location, where would it be and why in your opinion?
Funny you ask—Red Wing is a location.
It’s a small town in Minnesota, about an hour’s drive from Minneapolis, nestled on the banks of the Mississippi River. It’s also where, 120 years ago, Charles Beckman founded the Red Wing Shoe Company.
From the start, Beckman set a standard: it wasn’t enough to make good boots—you had to make them the right way. That meant using the finest leathers, the best materials, and staying true to uncompromising craftsmanship.
Today, Red Wing continues to build boots with that same promise. We’re still privately owned. Still committed to quality. And still rooted in the very town where it all began.
7. If you could collaborate with any style icon on a collection, who would it be and why?
That’s a tough one.
When I think of iconic brands, a few come to mind—but if I had to pick one, it’d be vintage Land Rover. I’ve always dreamed of owning the classic pickup model, completely kitted out with an interior wrapped in Red Wing leather.
As for a person—we already had the chance to do something incredible with Steve McQueen last fall. He’s the king of effortless style and truly lived the life. Collaborating around his legacy felt like the perfect match.
8. What’s one piece from the Red Wing Heritage collection that tells the best story?
For me, it’s the 877.
This iconic moc toe entered the Red Wing lineup in 1952 and has barely changed since. That says a lot. It’s a boot worn by workers, farmers, hunters, bikers, and even fashion lovers—for over 70 years.
The 877 perfectly embodies one of Red Wing’s core beliefs: “Out of fashion since 1905.”
We don’t chase trends—we build boots to last. And if fashion picks up on them, that’s great. But it’s never the goal. Ruggedness, quality, and longevity always come first.
