By now you must know of, and have probably even walked through (maybe even engaged in an aesthetic debate over whether or not it's too plain?), the Union Way project that's essentially a hallway between the Ace Hotel and Powell's Books. If so, you may have noticed that one of the Burnside-facing tenants is none other than old school Portland boot company Danner, who have been riding the wave of heritage brand revivalism right on into the future.

Nonetheless, it feels a bit silly to file a brand like Danner, which built its name on work boots and the functional necessities of serious outdoorsmanship, under "fashion," even if the new location is quite stylish:


it all makes sense considering this is Danner's first foray into a "lifestyle concept" store (CAPS courtesy the press release), featuring the premium, Portland factory-made Stumptown line (they're launching the Vertigo 1022X in conjunction with the store, naming it after the new address) along with apparel from lines like Taylor Stitch. They're officially celebrating the new venture on September's First Thursday (the 5th) from 6-10 pm with live music and drinks, and a chance to peep that 10-foot living wall of Oregon-native plants up close. In the meanwhile, check out more photos of the store and the 1022X up yonder on MOD.