Because I have worn them with love, I want the next person to whom they pass to cherish them.
What were some of the challenges you faced in launching this project?
Abe:Since this was an unprecedented initiative for the company, we were groping our way through many things. In particular, we had many discussions with our representative, who had been involved in quality control for a long time, to determine the standards of quality that would allow us to sell the products. For us, we wanted to sell the current products as the most valuable. For items sold through the "UPCYCLE PROJECT," we stamp the inner part with a seal and sell them at a lower price than the list price.
You mentioned at the beginning that secondary distribution prices are getting higher, and you want to stop that.
Abe:That's right. Of course, it is important to make business viable, but more than that, our premise is that we want to deliver Red Wing boots to our customers at a fair price. We want to comfortably convey the appeal of work boots as well as their excellence as a fashion item. We want to continue to maintain the trust we have built up over the years.
Abe:Also, more and more young customers are becoming interested in Red Wing, and it would be great if they could get a Red Wing at a lower price than usual as an entry-level product. We hope that this will encourage them to take an interest in other models as well.
Lastly, now that the "UPCYCLE PROJECT" has started, what are your expectations for the future?
Abe:I mentioned that we are releasing aging samples and inventory that has been sitting in our warehouse, but in the future we plan to buy used products, repair them, and sell them again.
I think it is only a brand like Red Wing that can make such an effort. I think it's something that fans really appreciate.
Abe:I think it is desirable for everyone to be able to deliver boots from one fan to another. Red Wing's boots have been worn with love, and we want the next person to take good care of them. I am happy to be able to help in this way.
In this way, we would like people to reconfirm Red Wing's appeal. I would be happy if you could reconsider the habit of cherishing a single item.
