The Story Holds
Because the Boots Do.
For Danner’s 90th anniversary, I partnered with the brand to distill nine decades of grit, craft, and conviction into a story that felt earned, not embellished.
The work wasn’t about nostalgia. It was about translating lived values into a modern narrative that still holds up under real-world use.
All aspects of brand strategy, creative direction and production were executed under my guidance and leadership as founder of PLAZMA Creative Co. — agency of record for the brand beginning in 2019.
The Danner Legacy
The brand has been a constant in a chaotic world.
Their boots are built for motion and stillness, urgency and patience, work that matters and moments that don’t need explaining.
Danner is rooted in a 90-year legacy of craft, tested standards, and purpose-driven design that shows up when it counts—and stays out of the way when it doesn’t.
The Design Standard
Respect for the craft, the people who wear the boots, and the decades of hard-earned knowledge are baked into every design.
Danner looks forward by listening first, refining what already works, and balancing heritage with performance so the boots you trust keep earning that trust, wherever the work takes you.
Boot Recrafting
The brand is resisting disposal culture and choosing craft, care, and longevity instead. Danner shows how recrafting turns worn boots into living artifacts, preserving the marks, memories, and stories that make them personal. Better than new, because they’re still yours.
Engineered To Last
90 years and counting, everything at Danner is about legacy, not nostalgia.
It shows up in how Danner turns craft, testing, and relentless improvement into boots that earn their place over decades, not seasons.
Built by hand. Overbuilt on purpose. Engineered to last.
Testing The Limits
Danner builds boots by breaking them first. Real workers. Real punishment.
A relentless feedback loop that turns failure into refinement.
Testing isn’t about finding the limit. It’s about building gear that refuses to have one.