Skip to main content

Take a Tour of Danner Boots’ Factory in Portland, Oregon (Video)

In the midst of the Great Depression, Charles Danner took it upon himself to open a small factory of twelve employees in Chippewa Falls, Wisconsin, to create and produce the best-crafted, most durable work boots in America. Thus, Danner boots was born.

To Danner, superior craftsmanship mattered — regardless of the economic climate — and it was this stubborn belief in quality boots that carried his company through the next few years in Wisconsin where a pair of Danner boots sold for just four dollars.

Recommended Videos

However, by 1936, Danner discovered an even better business environment for his hard working brand of boots: the Pacific Northwest. With the opening of the Panama Canal in 1914, Pacific Northwestern ports began to expand and shipping and logging exploded in Washington and Oregon, resulting in an influx of loggers and longshoreman who all wanted durable, rugged work boots. Further development of hydroelectric dams in the region in the early 1930s provided inexpensive and reliable electricity that would eventually go on to power not only the economic engine of the region, but also Danner’s new factory.

With a large population seeking just the type of product he was producing, and with the cost of a pair of good boots in the Pacific Northwest reaching upwards of ten dollars (nearly $180 in today’s currency), Danner picked up shop and moved to Portland, Oregon, to be both closer to his target customers and to turn a tidy profit. (See gallery below for archival Danner factory images.)

“The Pacific Northwest was the ultimate proving ground for Danner boots, and Danner boot makers,” says the company. “From the earliest days, [they] used only the best materials and only the most skilled craftsmen … Danner [is] a favorite of tradespeople and outdoorsmen who understand that a well-made boot, though more costly, would outperform and outlast several pairs of inexpensive ones.”

From that point on, Danner boots became the must-have work boots for the hardworking men of the Pacific Northwest and a steady employer for the people of greater Portland.

In the 1940s, WWII increased the need for a fighting-fit pair of boots, so Danner moved shop from their original PNW factory to a new facility which allowed them to build (by hand) 240 pairs of boots a day. The following decade saw Danner’s size increase once again, prompting another move to a third manufacturing facility, the addition of everyday boots and shoes to the company’s product lines, the opening of Danner’s first retail store, and the first use of new fabrics and construction techniques that made Danner’s boots as technologically advanced as they were tough.

The 60s and 70s saw Danner’s expansion into the hiking boot world with the introduction of the Mountain Light trail boot, which Backpacker Magazine voted the best out of 22 competitors. Only a few years later, Danner became the first manufacturer to include GORE-TEX liners in their boots, making them truly and completely waterproof.

After 50 years of being in the business, the Danner family sold their company to Eric Merk in 1983 on the condition that Merk follow and maintain Danner’s traditional approach to craftsmanship and quality. Merk agreed, adding even stricter adherence to quality control. He also expanded Danner into another larger manufacturing facility.

In 1994, Danner merged with LaCrosse footwear and in 2012 the company moved to their current manufacturing facility in Northeast Portland, where each piece of leather is tested six times for quality and each boot and shoe produced is touched by at least 100 different craftspeople.

At the current factory (see gallery above), Danner employs hundreds of craftsmen and women from over 23 different countries. Danner’s hiring principal is this: If you’ve ever worked in footwear manufacturing before, you’ve got a chance to join the team. Which might explain why there are 17 different languages spoken on the Danner factory floor. While this might seem like a recipe for disaster, Danner has taken steps to eliminate verbal miscommunication by using a system of visual communication, including easy to understand symbols and illustrations which explain the different areas and aspects of the factory.

The factory itself is set-up in a an almost circular pattern where, upon entry, directly to the right are the base leathers and shoe molds (called lasts). The factory continues in a circuit moving counter-clockwise, from leather testing, to dye-cuts and presses, to sewing, soling, and finally boxing. It’s an easy and easily comprehensible system that works like a well oiled machine.

danner boots puritan sewing machine
Image used with permission by copyright holder

And speaking of well-oiled machines, Danner possesses a Puritan sewing machine from the late 1800s that is still used to this day to create the triple-stitch seen on many of Danner’s boots (the Super Rain Forest being the best example). Any Danner boot with this signature triple-stitch was hand-sewn on the machine above — a testament to the company’s ethos of heritage and craftsmanship.

Through seven decades of political, economic, and social change, Danner boots has maintained and even increased its high standards with emphasis on quality, craftsmanship, and heritage construction. It is this dedication to creating a world-class boot that has kept Danner at the top of the footwear game for the past half-century. As the company says itself, “It’s easy to talk about higher standards, but it’s incredible difficult to live up to them. Since 1932, that’s exactly what we’ve done.”

Video and photography by Dan Baker/The Manual. Archival images courtesy of Danner. Article originally published January 3, 2017.

Chase McPeak
Former Former Digital Trends Contributor, The Manual
Chase McPeak is the former Lifestyle Editor. Chase regularly appeared on Beards, Booze, and Bacon: The Manual Podcast where…
Topics
The art of timeless design: Why Urban Jürgensen is one to watch
How Urban Jürgensen redefined haute horlogerie with its remarkable comeback
Urban Jurgensen has returned to the forefront of horology

The revival of historic watchmaker brand Urban Jürgensen has been a marvel to witness as it once teetered on the brink of obscurity. Today, UJ has re-emerged as a benchmark in the industry, working under the direction of a visionary new leader. Founded in 1773, the brand faced the possibility of extinction in the late 20th century before being revitalized by a group of watchmaking purists. Currently, Urban Jürgensen is getting rave reviews for blending centuries of craftsmanship with modern innovation — proving that true luxury is timeless.

Tradition meets state-of-the-art innovation

Read more
Norqain makes Independence Skeleton smaller and smarter
Swiss watchmaker Norqain refines skeleton collection with transparent mainplate design
Norqain new slimmed skeleton promo

Norqain has added two new 40mm models to its Independence Skeleton collection, offering slimmer, more refined options than the earlier 42mm watches. The updated timepieces feature a transparent mainplate design that enhances visual depth while showcasing the brand's commitment to innovative skeleton watchmaking.
The first model features a classic stainless steel case with brushed, polished, and sandblasted surfaces, accented by subtle turquoise details. The second adopts a bolder aesthetic with a black DLC-coated case, khaki rubber strap, and vibrant orange accents, creating a stealthier and sportier appearance.
Both versions are powered by the Norqain Caliber NB08S, a mechanical automatic skeleton movement that has earned COSC chronometer certification. This high-performance movement features 26 rubies and a personalized oscillating weight bearing the brand's logo. It offers a 41-hour power reserve, with the balance frequency operating at 28,800 vibrations per hour (4Hz), ensuring precise timekeeping.
The standout feature of these new models is the transparent mainplate positioned above the anthracite openworked dial. This innovative design element adds visual depth while housing Norqain's logo, marking a significant improvement from the previous 42mm versions where the logo was printed on the sapphire crystal.
The dials incorporate faceted black-plated indexes and diamond-cut hands filled with white X1 Super-LumiNova for optimal visibility in low-light conditions. The second hand's tip comes in turquoise on the steel version and orange on the DLC model, providing distinctive color coordination.
Measuring 40mm in diameter and 12.05mm thick, both models offer 100-meter water resistance and feature double anti-reflective, scratch-proof sapphire crystals on the front and back. The reduced case size makes these watches more wearable while maintaining the collection's bold skeleton aesthetic.
The steel version is priced at $4,490 on a rubber strap, with the matching steel bracelet option increasing the price to $4,790. The DLC-coated model comes with a choice of black or khaki rubber strap, both priced at $4,690.
These new Independence Skeleton models represent Norqain's evolution in skeleton watch design, combining traditional Swiss watchmaking excellence with contemporary aesthetics. The transparent mainplate innovation demonstrates the brand's commitment to advancing skeleton watch construction while preserving the visual drama that defines the collection.

Read more
Rolex Land-Dweller auction reaches $51,250 on eBay
New Rolex sports watch commands premium pricing in secondary market debut
Rolex Dynapulse promo image

The first publicly available Rolex Land-Dweller has sold for $51,250 on eBay Live, more than three times its $15,350 retail price and confirming the watch's status as a serious competitor to integrated luxury sports watches like the Audemars Piguet Royal Oak.
The unworn 40mm stainless steel model, complete with box and papers, was listed by Tanner and Company with a starting bid of $15,000, just below the suggested retail price. However, intense bidding drove the final sale price to $51,250, just $2,000 shy of the combined retail prices of a Land-Dweller and Royal Oak "Jumbo."
Introduced earlier this year at Watches and Wonders Geneva, the Land-Dweller represents Rolex's most significant watch release in a generation. The timepiece features an integrated bracelet design inspired by 1970s sports watches and incorporates a revolutionary new escapement called Dynapulse, positioning it as a direct competitor to established luxury sports icons.
At retail, the Land-Dweller appears attractively priced compared to its competitors. The popular "Jumbo" Royal Oak in steel retails for $37,900, while the Patek Philippe Nautilus no longer exists as a three-handed men's model in stainless steel. The alternative 45mm Cubitus commands $43,263 at retail.
However, the secondary market tells a different story. The post-pandemic watch market has calmed from its highs but remains intensely competitive for hyped luxury sports watches. Both the Royal Oak and Cubitus command well into six-figure prices on used and gray markets, reflecting sustained demand that far exceeds supply.
The Land-Dweller's astronomical first sale price places it firmly in this rarefied territory, suggesting that Rolex's most hyped new model in years will follow similar secondary market trajectories to its Swiss competitors.
Two scenarios emerge for future Land-Dweller pricing. Either this first sale represents an inflated outlier that will normalize as more examples reach the market, or the extreme sale price will further inflate collector desire, driving values even higher for subsequent sales.
Given Rolex's history with secondary market pricing and the general trajectory of integrated luxury sports watches, the latter scenario appears more likely. The Land-Dweller's combination of revolutionary movement technology, integrated bracelet design, and Rolex's unparalleled brand recognition creates perfect conditions for sustained secondary market premiums.
The $51,250 sale price demonstrates that despite the Land-Dweller's relatively accessible retail pricing, actual market access remains limited to those willing to pay significant premiums. This reality reinforces the watch's position as a true competitor to the Royal Oak and Nautilus, not just in design and technical execution, but in market desirability and pricing power.

Read more