American heritage boot brand Red Wing enlist the help of singer-songwriter Justin Vernon, also known as Bon Iver, for the first in an ongoing video series. Highlighting the stories of people who share parallel values and motivations, Justin visits his hometown of Eau Claire, Wisconsin. It’s the place where he was given his first guitar by his father, and also where he developed his appreciation for things that are made to last – an ethos shared by Red Wing.

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