Brand

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. ...