Red Wing Shoe Company was ahead of the curve in 1964 when it introduced Vasque as a standalone shoe brand focused on technical hiking, just as the sport was beginning to grow. But as competition got steeper, Vasque struggled to keep up. Following three years of flat sales, the 119-year-old Minnesota manufacturer said this month it will shutter the Vasque brand.

“This is not a decision we took lightly,” Red Wing said in a statement. “In fact, we evaluated many possible strategic paths. In the end, however, we do not believe there is a viable path forward. With limited resources, we believe it is best for us to focus on the incredible opportunities we see in our core business and brands at Red Wing Shoe Company.”

While Red Wing enjoys some popularity in fashion circles with its Heritage line, its roots are in functional work boots, and that’s where the company is leaning in.

Vasque was once considered a pioneering brand in recreational outdoors footwear. But industry watchers said Vasque was slow to shift from boot to sneaker styles, which have become more popular for hiking in recent years, allowing competitors to gain market share. The brand faltered during the pandemic, shutting down e-commerce for about a year to tend to wholesale customers. And that came at a time when more consumers were shopping online.

Just last year, Vasque president Bryce Wernsman told The Daily, an industry news site for outdoor retailers, that Vasque was undergoing a major overhaul, eliminating unpopular styles and introducing a host of new products. But apparently, it was too late.

“This market has changed dramatically, particularly over the last several years,” Red Wing said in a statement. “What consumers seek and how they want to both shop and buy has changed dramatically. These changes have forced us to reevaluate our business proposition and opportunity.”

Branding expert Aaron Keller, CEO of Capsule (and a TCB contributor), called Vasque “one of the historic boot brands in the outdoor industry—written up as a recommended boot in numerous books, with a great legacy.” Capsule, a Minneapolis branding agency, works with several outdoor gear brands, including Patagonia, and has worked on Red Wing in the past.

“I can only believe the reason for the Vasque end arriving is old age, which is truly sad to see,” Keller said. “They are a loved brand, but not loved by as many as I would hope.”

For now, the Vasque website is still live for online orders, but manufacturing has ceased and employees have been reassigned. A spokesman for Red Wing said most employees who worked on Vasque were already in other areas of the business. The few who were fully dedicated to Vasque “have been offered other opportunities to work on our core business.”