Wolverine boots

For Wolverine Boots, HMDC's relationship began as part of a national marketing campaign highlighting individuals who embody the values of hard work, craftsmanship, and authenticity. As both a rancher and designer, Hugh was selected to represent a unique intersection of modern creative work and traditional western culture, a perspective that aligned naturally with Wolverine’s long-standing heritage as a trusted brand for tradesmen, ranchers, and builders.

Building on the campaign, HMDC collaborated with Wolverine to develop a collection of custom apparel graphics and branded merchandise that extended the storytelling beyond photography and advertising. The work focused on introducing an authentic western voice into the brand's broader product ecosystem, drawing inspiration from ranch life, working landscapes, and the people who continue to build their lives with their hands. The resulting designs helped bridge Wolverine’s industrial roots with a contemporary western audience, creating products that felt genuine to both the brand’s heritage and the culture it sought to celebrate.