Russell Moccasin Co.

What Russell Moccasin Co. does

Russell Moccasin Co. is a privately held, family-owned American footwear manufacturer founded in 1898 and currently led by CEO Luke Kolbie, great-grandson of founder William Russell. The company bench-makes handcrafted moccasin-construction boots at its workshop on the banks of the Fox River in Berlin, Wisconsin, and operates a flagship retail and fitting store in Homewood, Alabama. Its core technology is the patented 'Never-rip Seam' (1910) combined with proprietary Multi-Layer True Moccasin Construction offered in Single, Double, and Triple Vamp variants, a hand-lasted bottom-up assembly method that competitors describe as distinctive in flexibility, water resistance, and durability.

The product portfolio centers on hunting, hiking, and field boots (Backcountry, Gustin Bird Shooter, South 40, Zephyr, Safari, Joe's PH, Oneida) priced from $450 to $1,150, sold primarily through DTC e-commerce powered by Shopify and complemented by leather accessories, boot-care consumables, and product repair services. Most revenue is generated through the Premier Builds and Heritage Club MTO made-to-order programs with 8-16 week lead times, supplemented by limited in-stock releases and 2025 collaborations with Iron Snail and Rose Anvil. Distribution is international, shipping to 19 countries, with customers spanning hunters, professional guides, long-distance hikers, heritage-quality consumers, and lifestyle/casual wearers drawn to the brand's 127-year history and notable historical customers including U.S. Presidents, Charles Lindbergh, Wiley Post, and Harrison Ford.

Name

Russell Moccasin Co.

Legal name

Conservation Through Craftsmanship LLC

Website

https://russellmoccasin.com

Company type

Private

Founded year

1898

Operating status

Operating

Headcount range

11–50 employees

Short description

Russell Moccasin Co. is a family-owned American heritage bootmaker founded in 1898 that handcrafts patented true moccasin-construction boots in Berlin, Wisconsin, selling direct-to-consumer to hunters, professional guides, hikers, and heritage-quality consumers worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Boots and Footwear Sales: Primary revenue stream from handcrafted moccasin boots sold through e-commerce and flagship store. Products include Backcountry ($850), Gustin Bird Shooter ($900-$930), South 40, Joe's PH, Safari, Zephyr, Oneida Moccasin ($450), and collaboration boots. Both in-stock and made-to-order (Premier Builds) options available with 8-16 week lead times.
2. Leather Goods and Accessories: Secondary revenue from leather accessories including belts ($105-$160), tongue savers ($8), valet trays, wallets, and socks. Lower price point items that complement boot purchases and provide gift-giving options.
3. Boot Care Products: Revenue from leather care products including Obenauf's Heavy Duty LP ($15-$22), Russell Chamois Conditioner ($15), and boot dryers ($100). Consumable products that support long-term customer relationships.
4. Gift Cards: Digital gift cards sold in denominations from $50 to $1,000, valid for one year from purchase. Provides flexible gifting option for premium footwear purchases.
5. Product Servicing and Repairs: Russell offers repair and servicing to help keep products in use for as long as possible. Prices listed on Product Servicing page as base pricing, may be increased for additional work needed.
6. Fitting Appointments: $50 deposit for fitting appointments at flagship store. Deposit is deducted from order if purchase is made during fitting. Provides personalized service to ensure proper fit for custom boots.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Russell Moccasin Co. bench-makes handcrafted true moccasin-construction boots and shoes in Berlin, Wisconsin, available as limited in-stock SKUs and made-to-order "Premier Builds" with customizable leather and sole options (8–16 week lead times). Core models include the Backcountry, Gustin Bird Shooter, Zephyr, Safari, South 40, Joe's PH, Oneida Moccasin, Sporting Clays Chukka, and Fishing Oxford, supplemented by leather accessories, boot-care products, fitting appointments, gift cards, and product servicing/repairs, sold direct-to-consumer via the company's Shopify storefront and Homewood, Alabama flagship store.

Product overview

Russell Moccasin Co. is a heritage boot manufacturer offering bench-made moccasin construction footwear since 1898. The product portfolio centers on handcrafted boots utilizing proprietary Russell Multi-Layer True Moccasin Construction with various vamp configurations (Single, Double, Triple Vamp). Core boot models include the Backcountry, Gustin Bird Shooter, Zephyr, Safari, South 40, Joe's PH, Oneida Moccasin, Sporting Clays Chukka, and Fishing Oxford, with most available through the Premier Builds custom order program allowing leather and sole customization. Collaboration products include Iron Snail and Rose Anvil limited editions. The company also offers leather goods (belts, wallets, valet trays), boot care products (conditioners, leather preservatives, boot dryers), apparel (socks, hats), accessories (laces, tongue savers), and services including fitting appointments and a loyalty program. Most products are made to order through the Premier Builds Program, with limited in-stock inventory available.

Differentiator

Problem solved

Functional benefit

Products and services

• Backcountry Boot 7-inch tall Double Vamp moccasin-construction boot with water-resistant Walnut Timberjack leather, Vibram Roccia outsole, hand-molded oak leather heel counters, and pull loops; based on the original Bird Shooter pattern and worn on the Appalachian Trail and into the stratosphere (Wiley Post and Earl Shaffer's original pairs are in the Smithsonian).
• Backcountry Premier Build (Made To Order) Custom-order variant of the Backcountry enabling customers to choose leather (e.g., Walnut Timberjack, Bison, cognac) and sole options through the Premier Builds program with 8-16 week lead times.
• Gustin Bird Shooter Premier Build (Made To Order) One of Russell's longest-running patterns, originally the Mascoutin updated in the late 1920s by W.C. Russell president Bill Gustin; fully lined quarters with optional Vibram Montagna sole, available made-to-order through the Premier Builds program.
• Gustin Bird Shooter 10.5D (In-Stock) Ready-to-wear version of the Gustin Bird Shooter in Black Timberjack leather with Vibram Oxford outsole, available in limited in-stock sizing (e.g., 10.5D).
• Zephyr Premier Build (Made To Order) 9-inch tall zipper-back moccasin designed for horse riding and upland bird hunting with solid brass YKK zipper above the heel and Double Vamp Construction; also known as the Plantation Boot.
• Safari Premier Build (Made To Order) Lightweight, breathable boot originally developed in the 1960s for safari clients, adapted from the Bird Shooter with heavyweight cotton twill quarters, low-drop sole, and optional Double Vamp Construction.
• South 40 Premier Build (Made To Order) 9-inch tall Triple Vamp Construction boot introduced in 1984 for the pheasant fields of South Dakota, with leather-lined quarters and army studs for easy lacing; best-in-class pheasant-field boot for 40+ years.
• Joe's PH Premier Build (Made To Order) Premier Build boot named after professional hunters (PHs) using Single Vamp + Molded Sole Construction with breathable twill quarters, 7-inch height, padded dust collar, and army studs; designed for guiding dangerous-game hunts in Africa and Australia.
• Oneida Moccasin Moccasin shoe continuously produced since the early 1900s, originally purchased by the U.S. Army during WWI for airship workers, with heavyweight bullhide leather molded sole, made on the 77 last and factory re-soleable.
• Sporting Clays Chukka Premier Build (Made To Order) Chukka designed for sporting clays with Single Vamp construction, Molded Sole, Double Stack Midsole, and four antique brass eyelets; popular for its chunky aesthetic in Japanese street wear.
• Fishing Oxford Premier Build (Made To Order) Classic Russell oxford since the 1960s designed for travel, walking, and canoeing, featuring lower cut, four brass eyelets, Double Stack Midsole, and single-vamp moccasin construction on the 77 last.
• Iron Snail Premier Chukka Collaboration chukka with Iron Snail reviving a 1960s Russell pattern; lighter-weight 'do-it-all boot' designed for woods, dinner, office, and travel, available in S.B. Foot Excalibur or Walnut Timberjack leathers with army studs and a hidden backstay/pull tab on the 77 last.
• Rose Anvil X Russell 7 Layer Beefy Boot Limited-edition collaboration with Rose Anvil producing Russell's most heavily constructed boot, with Triple Vamp Construction, Walnut Timberjack roughout leather, Montana Traction Claw Airbob sole, spring steel shank, and 10-inch height; limited to approximately 50 pairs.
• Rose Anvil X Russell Moccasin OG Moc Toe Collaboration with Rose Anvil producing the OG Moc Toe design leveraging Triple Vamp true moccasin construction in Russell's bench-made workshop.
• Kingfisher Plantation Cut Belt Handmade full-grain harness leather belt with solid brass buckle and rivets in 1.5-inch width, designed for field use while remaining dressy enough for a sport coat and khakis.
• Russell Chamois Conditioner Russell-branded conditioner formulated for chamois and nubuck leathers, made in USA, designed to maintain and protect premium footwear; will darken leather.
• Obenauf's Heavy Duty LP Leather Preservative All-natural leather dressing made of three oils suspended in beeswax and Propolis that repels water, acids, petroleum, salt, and chemicals; recommended for all smooth leathers.
• Original Peet Electric Boot Dryer Boot dryer that circulates warm air to remove moisture without damaging footwear; safe for canvas, Gore-Tex, and rubber-bottom footwear, made in USA.
• Mad Dog Laces Handmade USA laces cut from high-strength paracord with bronze aglets, sized at 65 inches for 7-inch boots and 72 inches for 9-inch boots.
• Tracker Crew Height Sock USA-made crew-height safari sock (33% Merino wool, 33% polypropylene, 26% nylon, 5% elastic, 3% lycra) with full cushioned footbed, tension-knitted arch support, and Blister-Resister Technology.
• Fitting Appointment Order Deposit $50 refundable deposit service for booking a personalized fitting appointment at the Homewood, Alabama flagship store; deductible from the boot order if the customer purchases during the fitting.
• Russell Moccasin Gift Card Digital Russell Moccasin gift card valid for one year from purchase, sold in denominations from $50 up to $1,000 for use toward boots, accessories, and repairs.

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Conservation Through Craftsmanship CoalitionminorOthersRussell Moccasin is a proud member of the Conservation Through Craftsmanship Coalition, connecting the brand with conservation values and like-minded organizations focused on preserving craftsmanship traditions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nick's Boots: Custom handcrafted American work and hunting boots with very similar business model: made-to-order, multi-month lead times, premium pricing, and a direct-to-consumer focus. Overlaps directly with Russell's PH/Joe's PH and Backcountry product use cases.
• White's Boots: Handcrafted American work and hunting boot maker founded in 1853, sharing Russell's bench-made construction methods, made-to-order options, and hunting/outdoor customer base. Comparable premium pricing ($600-$1,200+) and similar brand heritage positioning.
• Alden Shoe Company: Iconic New England-made premium footwear brand offering handcrafted Goodyear-welted boots and shoes. Similar heritage positioning, resoleable construction, and high-end pricing, though Alden's assortment skews more toward dress and casual rather than hunting.
• Viberg Boot: Canadian-made premium heritage boot maker with direct-to-consumer e-commerce and small-batch, handcrafted construction. Targets a similar premium consumer interested in resoleable, long-life boots but with a stronger fashion/urban styling angle than Russell.
• Drew's Boots: Family-owned Texas-based custom boot manufacturer making handcrafted hunting, work, and Western boots to order. Closely matches Russell's made-to-order process, hunting/outdoor customer base, and small-batch premium positioning.
• Wesco Boots: Oregon-based heritage boot maker producing handcrafted work, motorcycle, and firefighting boots using stitchdown construction. Closely comparable to Russell in build philosophy, target demographic, and DTC distribution.
• Oak Street Bootmakers: Premium American handcrafted bootmaker offering made-to-order and ready-to-wear models with similar Goodyear- and stitchdown-style construction. Comparable price points ($600-$1,200+) and DTC-led marketing approach.

Broad incumbents

• Red Wing Shoes: Large, established American heritage footwear brand with work, casual, and hunting categories. Operates a much broader retail/wholesale footprint than Russell and a wider price range, but competes directly for heritage-conscious buyers and hunters.
• Crockett & Jones: Long-established English premium footwear maker (est. 1879) with handcrafted Goodyear-welted construction and global distribution. Comparable on craftsmanship and heritage, though primarily dress/casual rather than hunting or outdoor.

Emerging players

• Truman Boot Co. Smaller, founder-led American premium boot brand with a similar made-to-order, direct-to-consumer model and premium pricing. Targets overlapping heritage and lifestyle customers but with a much shorter brand history.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/russellmocc
• Facebookfacebook.com/russellmocc
• Instagraminstagram.com/russellmoccasin
• TikToktiktok.com/@russellmoccasin
• Pinterestpinterest.com/russellmoccasin
• YouTubeyoutube.com/russellmoccasin
• LinkedInlinkedin.com/company/russellmoccasin

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Russell Moccasin Co.