Andy Westbrock’s print campaign for Red Wing Shoes exhibits the badass, take-no-prisoners attitude behind the rugged footwear. Westbrock pairs shots of men doing extreme jobs with captions like, “Here’s to the 40 hour work day,” “Across town, a man complains about taking the stairs” and “Ladders have limits” with the killer tagline “Hardworking men are built from the bottom up.”

Check out some other equally badass innovations below.

Implications - Consumers are looking for edgier styles in the realm of fashion. Products that feature a darker aesthetic are appealing to customers who want to make a statement with their ensembles. Designers could develop more of their designs with a bolder look in order to attract more shoppers.