Xtratuf will keep pushing beyond its commercial fishing roots, Rocky Brands shared at the ICR Conference, as it makes gains in lifestyle and other outdoor applications. The brand’s customer base skewed around 70% to 75% male when acquired in ‘21, but is now 50%/50% male-female and gaining in the kids’ category. Other shifts in recent years include the 6” ankle deck boot now outselling the traditional 15” commercial fishing boots at a 4-to-1 ratio, and skiers and snowboarders are adopting the brand for after-ski boot wear. Fleece-lined and insulated product is ... Log in to view full article.