Irish Setter
Irish Setter, founded in 1950 and owned by Red Wing Brands of America, designs and sells purpose-built leather work boots, hunting boots, and casual footwear through DTC e-commerce, Red Wing retail stores, and authorized dealers in the US and Canada.
- Company typePrivate
- Founded1950
- HeadquartersRed Wing, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Irish Setter does
Irish Setter is a US footwear brand founded in 1950 and owned by Red Wing Brands of America, Inc., a privately held company headquartered in Red Wing, Minnesota. The brand designs and sells purpose-built leather boots and casual footwear across four categories: work boots (Ashby, Ely, Hopkins, Marshall, Pipestone, Wingshooter ST, Wingshooter XD, Clearwater, Edgerton), hunting boots (Wingshooter, VaprTrek, Elk Tracker and Elk Tracker XD), casual footwear (Setter Fifty, Northshore), and hiking footwear distributed via the sister Vasque brand.
The boots use a stack of proprietary and licensed technologies: Trout Brook Leather tanned exclusively for the brand by sister company S.B. Foot Tanning Company in Red Wing; UltraDry waterproofing; ScentBan odor control for hunters; ArmaTec abrasion protection; CuShin comfort tongue; TempSens temperature regulation; XD extreme-duty construction; plus industry-standard components from GORE-TEX, Thinsulate, PrimaLoft, and Vibram. Construction methods include Goodyear welt (resolable) and direct-attach.
Irish Setter generates revenue by selling footwear at retail price points from $149.99 (entry-level work boots such as the Pipestone 6-inch safety toe) to $309.99 (premium insulated hunting boots such as the Elk Tracker 12-inch). Distribution is multi-channel: a DTC e-commerce site (irishsetterboots.com), company-owned Red Wing Shoe Stores and Red Wing Mobile Shoe Trucks in the US and Canada, an authorized dealer network, and sister-brand channels (redwingshoes.com, Vasque). End customers are primarily tradespeople and industrial workers needing safety-toe, waterproof, electrical-hazard footwear, and hunters requiring scent-controlled, insulated, rugged terrain boots; the company also pursues women's and casual lifestyle buyers and maintains partnerships such as the Pheasants Forever official hunting boot brand designation since 2001.
Irish Setter firmographics
Firmographics- Name
- Irish Setter
- Legal name
- Red Wing Brands of America, Inc.
- Website
- https://irishsetterboots.com
- Company type
- Private
- Founded year
- 1950
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Irish Setter, founded in 1950 and owned by Red Wing Brands of America, designs and sells purpose-built leather work boots, hunting boots, and casual footwear through DTC e-commerce, Red Wing retail stores, and authorized dealers in the US and Canada.
- Ownership category
- akta.pro rank
Irish Setter industry classification
Industry- Product category
- Work & Hunting Footwear
- NAICS
- Footwear Manufacturing (3162), Shoe Retailers (45821)
- SIC
- Retail-Shoe Stores (5661), Footwear, (No Rubber) (3140)
- akta.pro primary industry
- Outdoor & Hiking Footwear (CRAAACAD)
- akta.pro secondary industries
- Boot Manufacturing (Work/Fashion/Western/Combat) (IMAOAIAF), Outdoor, Hiking & Trail Footwear Retail (CRAAADAE)
Keywords
Where Irish Setter is headquartered
LocationHeadquarters
- HQ city
- Red Wing
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Irish Setter business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Footwear Product Sales: Irish Setter generates revenue through the direct sale of purpose-built work boots and hunting boots at various price points. Products are sold through company e-commerce, Red Wing Shoe Stores, and authorized dealers. The company also sells accessories and potentially gift cards.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Work boots - entry to mid-range (soft toe and safety toe) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Irish Setter product offering
Product offeringCore offering
Irish Setter designs, manufactures, and sells purpose-built footwear across two main categories: work boots (safety-toe and soft-toe, waterproof and insulated, for construction, trades, and industrial workers) and hunting boots (waterproof, insulated, scent-controlled boots for upland bird and big game hunters). The brand also offers casual footwear (Setter Fifty, Northshore) and distributes Vasque hiking footwear, sold through its own e-commerce site, Red Wing retail stores, and an authorized dealer network in the US and Canada.
Product overview
Irish Setter is a purpose-built footwear brand under Red Wing Brands of America, offering work boots and hunting boots for men and women. The product portfolio includes multiple work boot families (Ashby, Ely, Hopkins, Marshall, Pipestone, Wingshooter ST, Wingshooter XD, Clearwater, Edgerton) and hunting boot families (Wingshooter, VaprTrek, Elk Tracker, Elk Tracker XD), plus casual footwear (Setter Fifty, Northshore) and hiking footwear (Vasque). The work boots feature safety toe options (steel, aluminum), waterproofing (UltraDry), insulation, electrical hazard protection, and various construction methods (Goodyear welt, direct-attach). Hunting boots incorporate technologies like GORE-TEX, Thinsulate, PrimaLoft insulation, Vibram outsoles, ScentBan odor control, and specialized features for big game and upland bird hunting. Irish Setter boots are rooted in over 110 years of Red Wing work boot experience combined with 60+ years of Irish Setter outdoor footwear legacy.
Differentiator
Problem solved
Functional benefit
Brands
- Elk Tracker: Purpose-built hunting boot family for harsh conditions and big game hunting, including original styles and XD (Extreme Duty) variants.
- Wingshooter
- Pipestone
- Marshall
- Ashby
- Ely
- Hopkins
- Clearwater
- Edgerton
- Setter Fifty
- Northshore
- VaprTrek
Products and services
- Ashby Work Boots A versatile work boot available in 6-inch and 9-inch heights with soft toe and safety toe options, featuring full-grain leather, heat-resistant Traction Tred outsole, and Goodyear welt construction; targeted at construction, industrial, and agricultural workers.
- Ely Work Boots A 6-inch work boot available in soft toe and steel safety toe versions, featuring full-grain waterproof leather, direct-attach construction, UltraDry waterproofing, and electrical hazard protection; targeted at outdoor workers needing safety toe compliance.
- Hopkins Work Boots A 6-inch waterproof leather safety toe boot with aluminum toe meeting ASTM standards, UltraDry waterproofing system, direct-attach construction, and heat-resistant sole; targeted at outdoor workers.
- Marshall Work Boots An 11-inch waterproof leather safety toe pull-on boot designed for outdoor work with stability, traction, and performance characteristics; targeted at agricultural and ranch workers.
- Pipestone Work Boots A wedge sole work boot inspired by the Wingshooter platform, designed for everyday comfort with a streamlined wedge design focused on comfort, durability, and everyday versatility for work on flat or hard surfaces; targeted at workers on hard surfaces.
- Wingshooter ST Work Boots Work-ready version of the Wingshooter hunting boot with 6- and 8-inch versions featuring non-metallic safety toes that meet ASTM requirements; targeted at residential carpenters, electricians, plumbers, and other workers.
- Wingshooter XD Work Boots Extreme duty work boot variant of the Wingshooter designed for the most demanding jobsite conditions with enhanced durability features; targeted at heavy-duty industrial and trades workers.
- Clearwater Work Boots A work boot family featuring comfort and durability for various work environments; targeted at general trades and outdoor workers.
- Edgerton Work Boots A work boot family designed for job site performance and reliability; targeted at general trades workers.
- Wingshooter Hunting Boots The original legendary hunting boot first introduced in 1950, featuring the distinctive moc toe and classic prairie sole; available in 7-inch and 9-inch versions with waterproof and insulated options, made with premium full-grain leather and Goodyear welt construction. Targeted at upland bird hunters.
- VaprTrek Hunting Boots An 8-inch waterproof leather camo hunting boot featuring ScentBan scent control technology; targeted at hunters requiring stealth and weather protection.
- Elk Tracker Hunting Boots A purpose-built hunting boot for harsh conditions and big game hunts, available in 12-inch and 10-inch heights with waterproof leather, GORE-TEX membrane, Thinsulate insulation options, ScentBan odor control, Goodyear welt construction, and steel shank for stability; targeted at elk and big game hunters.
- Elk Tracker XD Hunting Boots An extreme duty variant of the Elk Tracker with enhanced durability features including Vibram Bulls-Eye Air Bob Aggressive outsole with Megagrip compound, Armatec TPU rand, TempSens temperature regulation, PrimaLoft insulation, and proprietary camo leather; available in 8-inch and 10-inch heights for the most demanding big game hunters.
- Setter Fifty Casual Footwear A casual chukka-style boot celebrating Irish Setter's 50th anniversary, combining heritage styling with modern comfort; targeted at consumers seeking casual everyday wear with brand heritage.
- Northshore Casual Footwear A casual boot designed for everyday wear, blending Irish Setter craftsmanship with relaxed styling; targeted at consumers seeking everyday casual boots.
- Vasque Hiking Footwear Hiking boot brand under the Irish Setter portfolio, featuring outdoor footwear for hikers and outdoor enthusiasts; Vasque products are warranted against defects in workmanship and materials for 12 months from purchase.
Quantifiable outcome
- Irish Setter was named official hunting boot brand of Pheasants Forever in 2001, indicating strong brand trust in the hunting community.
- +2 more outcomes
Companies that use Irish Setter
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Irish Setter technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Irish Setter partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Pheasants ForevercorePheasants Forever named Irish Setter as its official hunting boot brand in 2001. Irish Setter had been partnering with Pheasants Forever since the 1990s, with styles 809 and 862 being popular giveaways at local-chapter fundraising banquets and organization conventions.
- Jon Kruger (NSCA World Sporting Clays Champion)minorIrish Setter partnered with Jon Kruger, NSCA World Sporting Clays Champion, in the 1990s to design oxford and chukka-style boots specifically for shooting sporting clays enthusiasts.
- Red Wing Shoe Company / Red Wing Brands of AmericacoreIrish Setter is a brand owned by Red Wing Brands of America, Inc., which also owns Red Wing Shoes and Vasque. Red Wing Shoe Company has been building boots since 1905. Irish Setter benefits from over 110 years of Red Wing craftsmanship and its subsidiary S.B. Foot Tanning Company's leather production in Red Wing, Minnesota.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Irish Setter competitors and assessment
Company assessmentBroad incumbents
- Merrell: Merrell, a Wolverine World Wide brand, is an outdoor and hiking footwear leader. Overlaps with Irish Setter's VaprTrek/Wingshooter hunting lines in waterproof hiking/approach boot category. Broader incumbent with significantly larger scale, broader product range, and global omnichannel distribution.
- Wolverine World Wide (Work + Outdoor portfolio): Wolverine World Wide owns a portfolio of work, outdoor, and heritage boot brands (Wolverine, Cat, Bates, Harley-Davidson Footwear, Merrell) competing directly with Irish Setter across multiple segments. A broader incumbent with substantially larger scale and global distribution.
- Timberland PRO: Timberland PRO, the work-focused line of Timberland (a VF Corporation brand), competes directly with Irish Setter's Ashby/Ely/Hopkins lines in safety-toe, waterproof, and electrical-hazard work boots. Backed by a much larger parent (VF Corp) with global distribution, comparable technology stack (GORE-TEX, anti-fatigue), and broader marketing budget.
Direct peers
- Justin Brands (Justin Boots): Justin Boots, part of Berkshire Hathaway's Justin Brands, makes Western, work, and casual footwear for ranching, trades, and outdoor customers. Closely comparable to Irish Setter's work-boot portfolio at similar price points with overlapping dealer and farm/ranch distribution.
- Caterpillar Footwear: Caterpillar (CAT) Footwear extends the heavy-equipment brand into work boots, casual, and industrial footwear. Competes with Irish Setter across work-safety and pull-on boots at similar price points ($150–$300) with comparable dealer-based distribution.
- Danner Boots: Danner is a Portland, Oregon-based boot brand manufacturing purpose-built work, hunting, hiking, and military boots using comparable technologies (GORE-TEX, Vibram, recraftable construction). Most directly comparable peer to Irish Setter across hunting upland and work boots with similar price tiers and dealer-based distribution.
- Rocky Boots: Rocky is an established U.S. work, hunting, and military boot maker with a multi-channel distribution model similar to Irish Setter. Both brands compete head-to-head in big-game hunting boots (e.g., Elk Tracker vs. Rocky Lynx/Lt. Snakeproof) and in safety-toe work boots sold through dealer networks.
- Lacrosse Footwear: Lacrosse Footwear is a U.S. heritage brand focused on hunting, work, and outdoor rubber/leather boots (alphaburly, Pac, Mesabi). Closely comparable to Irish Setter's hunting boot positioning with similar waterproof/insulated feature set and overlapping hunting/outdoor dealer channel.
- Ariat International: Ariat is a leading Western, work, and equestrian footwear brand with strong multi-channel DTC and specialty retail distribution. Comparable to Irish Setter in work-boot segment (work-hiker and safety-toe categories) and in leveraging heritage brand storytelling for premium positioning.
- Keen Footwear (Utility Division): Keen's Utility, Work, and Outdoor divisions produce protective toe, waterproof, and industrial footwear using proprietary tech (KEEN.DRY, etc.). Directly comparable to Irish Setter in safety-toe work and outdoor performance footwear with overlapping distribution and similar product feature stack.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Irish Setter social profiles
Digital presenceIrish Setter compliance and trust
Trust signalCompliance2 records
Irish Setter financial estimates
Financial estimateRevenue estimate
Valuation estimate
Irish Setter leadership team
Management profileNumber of profiles
Irish Setter subsidiaries and ownership
Company hierarchySubsidiaries1 record
Irish Setter funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Irish Setter M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Irish Setter
What does Irish Setter do?
Irish Setter designs, manufactures, and sells purpose-built footwear across two main categories: work boots (safety-toe and soft-toe, waterproof and insulated, for construction, trades, and industrial workers) and hunting boots (waterproof, insulated, scent-controlled boots for upland bird and big game hunters). The brand also offers casual footwear (Setter Fifty, Northshore) and distributes Vasque hiking footwear, sold through its own e-commerce site, Red Wing retail stores, and an authorized dealer network in the US and Canada.
Is Irish Setter a public or private company?
Irish Setter is a private company. It is classified as corporate owned and is currently operating.
When was Irish Setter founded?
Irish Setter was founded in 1950. It employs 1 to 10 people.
Where is Irish Setter based?
Irish Setter is headquartered in Red Wing, United States, in the North America region.
How does Irish Setter make money?
One revenue line is on record: footwear Product Sales.
Who are Irish Setter's main competitors?
Broad incumbents on record are Merrell, Wolverine World Wide (Work + Outdoor portfolio) and Timberland PRO. Direct peers are Justin Brands (Justin Boots), Caterpillar Footwear, Danner Boots, Rocky Boots, Lacrosse Footwear, Ariat International and Keen Footwear (Utility Division).
Does Irish Setter have an API?
No public API is recorded for Irish Setter.
What industry is Irish Setter in?
Irish Setter's product category is Work & Hunting Footwear. Its primary akta.pro industry code is CRAAACAD, Outdoor & Hiking Footwear, with a secondary code of IMAOAIAF, Boot Manufacturing (Work/Fashion/Western/Combat). Its NAICS code is 3162 and its SIC code is 5661.