Brand Documentary Magazine No 59 Danner

Founded in 1932, Portland-based Danner started out by crafting boots for loggers. Based on the strong quality of work boots that the company has become known for, Danner has expanded its product range to outdoor and fashion and has remain dedicated to the ethos of craftsmanship that has underpinned the brand for 85 years.

B Magazine dedicates each issue to the story of one specific brand, which is one of the well-balanced brands that JOH. discovers from around the world based on four standards: beauty, practicality, price, and philosophy. And each issue is packed with B™s unique insights and in-depth analysis. B Magazines receives no advertising profits or financial support from the brands it introduces.

Contents:

• INTRO
• EDITOR’S LETTER
• SPOTTED Danner spotted on social media
• AIRPORT WAY STORE The Airport Way Store embodies Danner’s brand heritage
• OPINION Alfredo Contreras, Senior Pattern Engineer and the longest-serving employee at Danner
• ORIGIN Danner’s archive models show the brand’s evolution
• MANUFACTURING Danner’s factory in Portland, the symbol of American craftsmanship
• LINEAGE Danner’s models representing each category
• INNER SPACE The details that characterize Danner
• RECRAFTING Danner’s Recrafting Center restores long-worn boots to their original look
• OPINION Chris Ledbetter, Product Designer at Danner
• PORTLANDERS’ ESSENTIALS Portlanders in different occupations talk about Danner U
• NION WAY STORE A lifestyle concept shop inside the Union Way arcade
• OPINION Shinsuke Nakada, Director of the men’s casual division at Beams
• BELONGINGS Well-crafted items selected by wearers
• NETWORK The styles and viewpoints of Danner’s collaboration partners
• GOING OUT The outdoor setting of Oregon, where Danner was born and grew
• BRAND STORY The birth and development of Danner
• ANATOMY The strengths of Gore-Tex® and Vibram®, the materials used in Danner boots
• STRUCTURE LaCrosse Footwear, where Danner belongs
• EPICENTER Portland is reborn as a hub for the sports footwear industry
• THANK YOU NOTES Messages from Danner users
• INTERVIEW Laurie Thomas, Director of Marketing and Steve Bellati, Vice President of Product
• FIGURES The outdoor shoes industry and Danner by the numbers
• REFERENCES
• OUTRO