Wolverine BLVD Collection

The Wolverine BLVD collection was designed to bridge a gap we saw growing in the market: consumers wanted the easy, accessible pricepoints of DTC lifestyle footwear but still valued the premium quality and authenticity that comes from a heritage brand. My goal was to create a versatile, city-ready line that felt broken-in from day one while still reflecting Wolverine’s craftsmanship and elevated material standards.

To bring the collection to life, I worked closely with our factory partners in Mexico throughout the entire development process. Together, we refined lasts, tested lighter-weight compounds, balanced leather thicknesses, and iterated through multiple prototypes to achieve the right mix of comfort, structure, and style. The collaboration was highly hands-on—our teams shared insights daily, problem-solved construction challenges, and aligned design intent with production realities to ensure the final product delivered both quality and consistency.

Because BLVD entered a space dominated by modern DTC brands, I focused on combining their strengths—minimalism, comfort, and approachability—with Wolverine’s long-standing heritage of durability and real craftsmanship. Manufacturing in Mexico gave us the agility to iterate quickly and stay competitive while still holding a premium standard. The result is a collection that stands apart: modern and comfortable, but with the substance and authenticity many DTC brands struggle to match.