In its “Building a Better Tomorrow” initiative, Red Wing emphasizes DEI as a cornerstone of company growth. The blog highlights programs for inclusivity, representation, and employee engagement beyond the factory floor. Boots may be timeless, but Red Wing wants its brand identity to look like a corporate HR brochure. For customers, it signals that diversity goals are stitched right into the company’s soles.

Red Wing pledged to reduce carbon emissions, manage chemicals, conserve water, and cut waste as part of its sustainability program. The company positions these ESG commitments as proof it is “making the world a better place.” While boots used to be about surviving harsh conditions, now they’re about surviving boardroom climate pledges. For longtime fans, it’s less rugged frontier, more woke frontier.

Red Wing published a blog post celebrating an openly gay employee who proudly decorated her cubicle for Pride. The piece framed the company as a safe haven for LGBTQ expression and identity visibility. Instead of talking about leather and durability, Red Wing used its platform to highlight sexuality in the office. Apparently, workplace décor is now as brand-defining as boot soles.