In 1990, years before the current ‘Scandimania’ took hold, Mandy Cabot and Peter Kjellerup founded Dansko, the first brand to bring iconic Danish clogs to the American market. The 100% employee-owned company makes footwear that delivers amazing, all-day comfort to a base of ardent fans.

As Dansko’s founders look to lead their company to the next level, they reached out to the Meriwether Group to help define and update Dansko’s message, positioning and brand narrative. Working closely with key stakeholders, we delved into the world of Dansko consumers, articulating key insights and defining consumer archetypes to guide brand marketing, communication and product development.