Western & English Today

SOURCE 19

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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The Source 2019 27 of roper and horseman barn boots in 2017. Now it's taking things one step further, launching Lucchese Frontier Tech, a line of top performance work boots that will be debuted in Denver during the January WESA market. (Be sure to stop by and see them in the main mart building, show- room 4667.) "We recognize that a modern consumer has a lot of diff erent roles and environments that they exist in, and we want to off er them the same Lucchese qual- ity and value for everything that they do," says Boxberger. "Lucchese Frontier Tech is continuing in the tradition of really great- fi tting boots but with products designed for all-day comfort and protection in unrelent- ing modern conditions." "It's been a natural progression for us," Boxberger says. "In the last two years, we've done a lot of consumer research and have really tried to listen to what our consum- ers are looking for. We've found that our consumers love and cherish our Lucchese Classic boots, but they can't wear them all the time. Nothing feels better than sliding on your favorite pair of Lucchese boots, but if you are going to go hunting or you're go- ing to ride a dirt bike or you're going to go to your ranch or to muck out stalls, you're probably not putting on that favorite pair of boots. ey are cherished. And we want to allow our consumers to wear Lucchese and have that same feeling anytime, no matter what they're doing." To allow for just that, Lucchese fi rst went about developing top performance outsoles. And in doing so, it turned to the best in the business: Vibram. With partners such as NorthFace and New Balance, Vibram is re- nowned for its Carrarmato soles, made with vulcanized rubber technology, especially among mountain climbers who need opti- mal traction on rugged terrain. "Partnering with Vibram was a big decision for us," Box- berger says. "We gave a lot of consideration to making our own outsoles, but at the end of the day, it came down to the fact that we are new to this. We are experts in podiatry and bootmaking, but we aren't experts in outsole manufacturing. So, we thought, Let's partner with Vibram and have them make something unique for us — which they did and which is even pinnacle to the top of their products." Frontier Tech's premier designs include the Western Welted and 360 Welted. As the name suggests, the fi rst features a Vibram rubber sole welted to the boot in tradi- tional Western fashion. "So if you were just looking at someone's silhouette, you would think that they were wearing a traditional cowboy boot, but if you look at it in closer detail, it has all of the bells and whistles to make it the most comfortable, durable, high-performance technical work boot on the market," Boxberger says. "It will come with a steel toe, composite toe, and water- proof options. And it's completely OSHA approved, certifi ed for any regulated work environment, but with a fi nesse and look to it that is very uniquely Lucchese." e latter is even more performance- focused. "It's very sporty," Boxberger says. "It's really meant to be the most aggressive product for recreational outdoor activities or work. Its silhouette will be a little more of a departure from the traditional Lucchese — there will be a lace-up and a wellington." Lucchese Frontier Tech seems like a step in the right direction for the brand to con- nect with its customers. "It's really about oc- casions and how we can be a bigger part of our customers' lives," Boxberger says to sum up the new performance line. "I think about it in terms of the mudroom. It's this transi- tion place where you're changing to go from outside to inside or vice versa. We realized we were kind of a one-way street in the mudroom. You take off your muck boots or work boots or stall boots, and then put on your fresh Luccheses to go inside. But we want that to be a two-way street. We want you to be able to take off your outdoor Luc- cheses and put on your indoor Luccheses, without ever having to leave your favorite brand at the door." "Lucchese Frontier Tech is continuing in the tradition of really great- fi tting boots but with products designed for all-day comfort and also protection in unrelenting modern conditions." "So if you were just looking at someone's silhouette, you would think that they were wearing a traditional cowboy boot, but if you look at it in closer detail, it has all of the bells and whistles to make it the most comfortable, durable, high- performance technical work boot on the market."

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