Danner is stepping up its fashion game with a new “lifestyle concept” store in downtown’s Union Way, the new retail alleyway connecting SW Stark and W Burnside with a narrow tunnel of high-end shops and mini-restaurants.
Although the company has been making its signature boots and other outdoor apparel since 1932, the new location will only be Danner's second retail store (the other is the Danner Factory Store on NE Airport Way).
The space’s design incorporates Pacific Northwestern aesthetics, like a mural depicting an Oregon outdoor scene, a ten-foot living wall featuring native plants, and a dressing room that pays homage to the vintage charm of a wooden teardrop trailer.
The “outdoors in” approach, was calculated to appeal to the active lifestyles of Portland residents. “The design of our new shop will do nothing but make shoppers want to head to the mountains, the coast, the desert or wherever they feel alive in nature … hopefully with some well-crafted Danner gear in hand,” explains creative director Haven Anderson.
The new store’s grand opening party on August 1 also gave Danner the opportunity to launch new products for fall from the Stumptown line, a collection that reflects the brand’s Northwest heritage and includes the Forest Heights collection and the Timber series.
Plus, right now the store is offering a limited run of a new boot as part of its Stumptown line—the Vertigo 1022X.