Red Wing Shoes looks to reclaim labor day — with no sale

Red Wing Shoes is breaking with retail tradition on this coming Labor Day (Monday, September 5).

The footwear brand, which has outfitted workers for over 117 years, is not holding a sales event on Labor Day.  Instead, it will honor American laborers by donating 100% of its profits from the day to groups that train workers for jobs in the trades and construction. (See list at end of article.)

In a release, the company, which is known for its durable and safety products, said it is “reclaiming the true meaning” of Labor Day, which was created as a holiday “to pay tribute to the workers of this country.”

“ Over the years, however, the sentiment of the holiday has changed as most companies use this day to maximize profits with sales and discounts thus stripping Labor Day of its true meaning and importance,” the company stated. “Red Wing believes that the work done by trades workers in our country should be honored, not depreciated, especially on Labor Day.”

Red Wing will donate its profits from Labor Day to the following organizations:

• BuildStrong Academy: An organization to build, grow, accelerate and enhance homebuilding careers, industries and economies through the power of education, collaboration and innovation.
• Helmets to Hardhats: A national, nonprofit program that connects transitioning military service members, veterans, National Guard and Reservists with training and career opportunities in construction.
• WINTER (Women In Non Traditional Employment Roles): A non-profit work development program whose mission is to train, educate, and prepare women for transformative careers in the construction industry.
• Construction Career Pathways: Increase diversity and provide young people with enhanced access to employment opportunities in the construction trades.
• TradesFutures: Connects underrepresented workers to apprenticeship programs and skilled training, with the ultimate mission to help workers secure high-quality jobs in construction.

“Labor Day is such a meaningful and important holiday for the people who make this country what it is,” said Dave Schneider, chief marketing officer at Red Wing Shoe Company. “We felt it was important to try to reclaim the meaning of this holiday and bring the attention back to where it belongs.”

Red Wing said it celebrates workers, not sales. In that spirit, the company created a film declaring its intent to reclaim the true meaning of Labor Day with real iron workers on the job, while completing a large-scale building project in Midtown Manhattan. View the film on YouTube here.

Red Wing Shoe Company Inc. is a leader in the design, production and distribution of work, safety and lifestyle footwear and work apparel. Established in 1905 in Red Wing, Minnesota, the privately held company’s brands are sold through 500-plus  Red Wing stores as well as third-party partners and owned e-commerce platforms. 

Red Wing  operates two U.S. manufacturing facilities in Red Wing, Minnesota and Potosi, Missouri.