A longtime Portland institution, Danner has built a reputation for quality footwear, craftsmanship and durability. Founded in 1932 as a shoe supply company for loggers, Danner has remained true to its Pacific Northwest roots.
In 2023, Danner celebrated the 10th anniversary of its flagship store on West Burnside and continues to be an active member in Portland’s downtown community. We met Product Line Manager Pamela Lo at Danner’s showroom in Union Way to learn more about the brand and its products, as well as Danner’s role in the Portland A&O community.
Describe your work at Danner.
As the Product Line Manager, I’m responsible for bringing new products to market and developing long-term business strategies for my category. I travel across the nation to trade shows, events, and meetings to interact directly with customers and get inspiration for future projects.
What do you think is most unique about Danner?
We’re one of the few footwear brands that still build boots here in the U.S. Our factory is near the PDX airport, across the street from our corporate headquarters. And we make boots that are recraftable. You can take your old boot to the factory, and we’ll take off the old sole, put in a new one. It’s meant to be forever, from an emotional standpoint and from a functional standpoint.
What do you find to be the most rewarding part of your job?
I intentionally spend a lot of time talking to people about what they define as comfort, fit, and support. What is most rewarding about my job is when someone approaches me and tells me that the footwear in my product line has brought them comfort and resolved issues they have experienced previously in other footwear.
What is a project you’ve worked on that you are most proud of?
My team and I were able to bring to market a military boot specifically designed for women. There is an absence of uniform-compliant military boots made for women, the majority being unisex styles or men’s boots sized down, resulting in ill-fitting boots for female soldiers. We created The Prowess Boot, which addressed the ergonomic fit to maximize female soldiers’ comfort and support in a design that they would feel confident in while on duty.
How does Portland—as a location and a culture—influence your brand?
Portland is home for us. We’re in the heart of Oregon for a reason: it encompasses everything outdoor and beautiful. We’ve got every topography you could possibly think of here, from the mountains to the coast. Portland says adventure. When we think Portland, we want that craftsmanship, that heritage, that classic look.
What’s most exciting about working on a footwear brand in Portland?
This is the footwear capital of the country. We work in a great community where we can share ideas and continuously leverage each other to make the best product. You have all these brilliant people bouncing from company to company, learning, leveraging, innovating and constantly challenging each other in a healthy way. It’s like a giant family.
What fellow Portland A&O companies do you find inspiring and why?
Snow Peak takes outdoor adventure and design to the next level. The craftsmanship and thoughtful design are both functional and beautiful.
What advice would you give to someone starting out in the A&O industry?
This industry is multifaceted. There are so many different opportunities available in Portland. Be open to new challenges and lean on the community for guidance and recommendations.
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Portland A&O powered by Prosper Portland aims to support the success of Oregon’s 800+ Athletic and Outdoor firms through community, peer-to-peer learning, events, and programming.
Prosper Portland/Portland A&O strives to support emerging A&O/Consumer Products brands by providing opportunities such as assistance with attending wholesale trade shows, education and peer support, and networking events.
