The real American story: grit, pride, and reliability.
We make damn good boots for people who build everything else. Our world is crews, jokes, hard work, and showing up.
Everboots was built on a promise — one Greg made to his father: build something better. His dad named his company "Remember Your Promise." That's now stitched into every Everboot.
Every product is that promise kept: quality, respect for workers, fair prices, no B.S.
Three Brand Pillars
1
We Know BootsWelt-stitched construction (not glued). Family shoe-making expertise. Built to last, not built to replace.
2
Serious About ComfortEverFit™ shoe lasts engineered for fit even between sizes. Comfortable right out of the box. No break-in period.
3
Field-Tested, Work-ReadyProven at construction sites, warehouses, and hardworking industries. They're not just boots — they're equipment you can trust.
People who work with their hands and lead with their word
On their feet all day — construction sites, landscaping, delivery, hauling
Buy smart, ask around, research before they purchase
Brand-loyal once trust is earned — they stick with what works
Crews, families, weekend warriors, makers
Our customers aren't hype shoppers. They're loyal workers who test with wear — not trends.
What They Need
Boots that last, feel good, and don't mess around
Fair price for real quality — no premium tax, no B.S.
A brand that respects the work, not just the lifestyle
Comfort from day one — not after a month of breaking in
Gear they can recommend to their crew without hesitation
Built for the job. And what the job makes possible.
03 — Color Palette
Black
#000000
Primary — backgrounds, headlines, wordmark
Kraft
#B69781
Accent — warmth, humanity, highlight
Steel Blue
#4F738E
Secondary — supporting contexts only
White
#FFFFFF
Text on dark — clean, no effects
Paper
#F4F1EC
Surface — page backgrounds, soft warm neutral base
Do not use gradients. Do not add effects to the wordmark. Do not use colors outside this palette.
04 — Typography
Licensed — Brand Standard
The official faces per Greg's 2022 Brand Guide. Pending the licensed font files from Greg — until installed, the specimens below render in the free substitutes.
Display / Headline
Druk Condensed Super
Heroes, section headers, campaign callouts
TOUGH AS EVER
Bold, condensed, all caps. No letter-spacing adjustments. This font IS the brand's visual voice.
Body / UI
Monument Grotesk
Product descriptions, body copy, navigation, labels
Shoe-making runs in our family. We put our years of experience into each boot we make and take pride in making things the right way. Everboots are welt-stitched — making them water-resistant and harder-wearing day after day.
Subheadline
Monument Grotesk — Bold
Section sub-heads, supporting heads under a headline
We know the boots. Welt-stitched, not glued.
Monument Grotesk Bold, sentence case, ~18–22px, line-height 1.3. Never set subheads in Druk — it's condensed-display and breaks across multiple lines.
Eyebrow / Kicker
Monument Grotesk — Bold
Small labels above a headline, tags, section markers
Built for the job
Monument Grotesk Bold, all caps, 12px, letter-spacing 0.1em, Kraft #B69781.
Free Web Substitutes
Interim standard — rendering live right now, and the fallback wherever the licensed faces aren't available (third-party tools, quick mockups). Both are free Google Fonts.
Headline — free
Anton → replaces Druk Condensed Super
Same role: heroes, section headers, callouts
TOUGH AS EVER
Closest free condensed display. Slightly wider than Druk — keep all-caps, no tracking.
Body / Subhead / Eyebrow — free
Inter → replaces Monument Grotesk
Body, subheads (Bold), eyebrows (Bold caps)
We know the boots. Welt-stitched, not glued.
Shoe-making runs in our family. We put our years of experience into each boot we make and take pride in making things the right way — water-resistant, harder-wearing, day after day.
One family covers body, subhead (700) and eyebrow (700, caps). Neutral grotesk — Monument has more character, but Inter is the safe free match.
05 — Logo & Wordmark
EVERBOOTS
Built for the job — and what the job makes possible
Iconmark & App Icons
The EB monogram. For app-icon and favicon applications the iconmark holds the same scale inside each shape — white mark on solid black.
AppleAndroidFavicon
Do
Use the wordmark in black on white/off-white backgrounds
Use the wordmark in white on black or dark backgrounds
Maintain consistent letter-spacing — never track out or compress
Use Druk Condensed Super or Anton as the digital wordmark substitute
Give the wordmark clear space equal to the height of the "E"
Don't
Add drop shadows, outlines, or emboss effects
Use the wordmark in Kraft, Steel Blue, or any off-brand color
Stretch, condense, or skew the letterforms
Place on busy photographic backgrounds without a solid overlay
Use lowercase or mixed case — the wordmark is always all caps
06 — Voice & Tone
WARM
GROUNDED
REAL
PROUD
NO B.S.
WITH HUMOR & HUSTLE
We Do This
Direct with heart — say it plain, mean it fully
Sound like someone you'd trust to recommend a boot and help you move a couch
Speak like the crew: grounded, warm, sharp-witted, real
Talk about hard work with pride and humor
Mix respect with straight talk. A joke. Maybe a word in Spanish.
Practical over poetic — but still hit you in the feels
Respect the work. Don't romanticize it.
We Don't Do This
Sound solemn or stoic
Try to sound luxury, premium, or elevated
Write poetry — we write copy
Romanticize the grind without actually respecting it
Use jargon that a site manager wouldn't say out loud
Pad headlines with unnecessary words
Not us
"We honor your craft with ours. Precision-engineered footwear for the discerning tradesperson."
Everboots
"Work hard. Make your family proud. Get a damn good boot without breaking the bank."
Not us
"Our artisanal Goodyear welt process speaks to our commitment to timeless quality."
Everboots
"While everyone else is gluing their boots together to save a buck, we're stitching ours. You'll feel the difference by lunch."
07 — Taglines & Headlines
BUILT FOR THE JOB — AND WHAT THE JOB MAKES POSSIBLE.
TOUGH AS EVER
BOOTS WORTHY OF THEIR NAME
BUILT TO BUILD
COMFORTABLY TOUGH
FOR THE WORK AHEAD
HARDWORKING BOOTS
EVERY BOOT IS A PROMISE KEPT.
08 — Tough As Ever Guarantee
TOUGH AS EVER GUARANTEE
You can rely on these boots. We'll put our money on it.
We will 100% cover your purchase if in the first 90 days:
The outsole begins to come apart
The leather rips due to normal wear and tear
The upper and outsole begin to separate
Language intentionally says "begins to" — not "falls apart." This frames it as hard-work damage, not poor craftsmanship. Never imply the boot is expected to fail.
Everboots photography is gritty, grounded, and honest. Every frame should feel like it was taken on a real job site or in a real person's life — not a studio. Shoot the boot as equipment, not jewelry. Let mud, wear, and real environments do the storytelling. The best Everboots photo makes a construction worker say "that looks like my boots."
Product Photography
Do
Clean studio on white or off-white — let the boot speak
Shoot pairs at a 3/4 angle to show silhouette and sole
Include a detail shot: welt stitching, toe cap, heel construction
Show multiple colorways side by side for variant clarity
Consistent lighting across all SKUs — same light position, same distance
Don't
Shoot on colored or patterned backgrounds
Over-retouch — small scuffs and texture are part of the product
Crop out the sole — it's a key selling point for work boots
Shoot at eye level; slight elevation shows the whole silhouette better
Recommended Shot List — Standard 6 Shots
#1: Hero — Clean Studio
3/4 angle, white or off-white background. Full silhouette — toe, shaft, heel, and sole all visible. PNG preferred for clean edge. Required for Amazon main image (pure white bg #FFFFFF, no props, no text).
#2: Comfort Cross-Section
Exploded sole diagram showing layers top to bottom: breathable foam insole, additional heel support, rubber shock absorption midsole, anti-slip rubber outsole. "DAY-LONG COMFORT" headline. Tough As Ever Guarantee banner at bottom. Infographic format on grey bg.
#3: Waterproof / Key Feature Callout
Side profile on grey bg with dot callouts. "WATERPROOF TECHNOLOGY" headline. Callouts: 4-layer waterproofing (membrane, bootie, glue, stitching), insulated lining. For non-waterproof models, substitute with the product's primary differentiating feature.
#4: Safety / Protection Callout
Steel toe models: extreme close-up of toe box with X-ray/cutaway overlay showing steel insert. "STEEL TOE" headline. ASTM F2413-18 M/I/C compliance callout. Non-steel-toe models: substitute with outsole tread close-up or moc-toe stitching detail.
#5: Non-Slip / Lifestyle Action Hybrid
Worker in motion on a real job site — warehouse floor, concrete, gravel. Low angle, boot in the foreground. "NON-SLIP" headline overlay. Small circular inset in corner showing outsole tread pattern close-up. Combines lifestyle context with feature callout.
#6: Construction Details Grid
5-panel close-up grid on grey bg. Standard panels: Genuine Leather (upper texture), Waterproof (water beading on leather), Pull Tabs (heel pull detail), Steel Shank (cross-section), Reinforced Stitching (welt close-up). Each panel has caption title + one-line description.
Note: Current catalog is inconsistent — Rhino follows this infographic sequence; Miner, Tank, Ultra Dry, and Weldor use a lifestyle-forward approach (hero + colorways + 4–5 on-site lifestyle shots). Standardize all future SKUs to this 6-shot format; add lifestyle shots as #7+ rather than replacing infographic shots.
Lifestyle & On the Job
Do
Real job sites — concrete, mud, gravel, sawdust, grass
Real workers: diverse, weathered hands, work-worn clothing
Show the boot in context — mid-stride, climbing a ladder, steel toe forward
Ground-level and low-angle shots make boots the hero
Capture the end of the day: a tired crew, dirty boots, the sense of a job done
Natural or overcast outdoor light — warm golden hour when possible
Don't
Use models who look like they've never worked a job site in their life
Stage overly clean or "magazine" environments
Shoot the person's face as the hero — the boot is the subject
Use cool, blue-toned color grading — everything should feel warm and earthy
Include branded workwear unless it's a collaboration — keep branding subtle
Lifestyle Reference
Color & Tone
Do
Warm, earthy tones — browns, tans, amber, khaki, raw leather
True-to-life color — the boot should look exactly as it arrives
Slightly warm white balance indoors; natural balance outdoors
Embrace grain and texture — don't over-smooth in post
Don't
Heavy Instagram presets or moody desaturation
Cool or teal color grading — nothing should feel cold
Over-sharpen edges or add clarity/texture sliders in excess
Manipulate product color — brown boots must look brown, not orange
Photo Specs
Product Listings
Shopify: 3:4, optimal 2048×2730px. Max 20MB, aim for 100–300KB.
Amazon: 1:1 required for main image, min 1000px on longest side. Pure white background (#FFFFFF). No watermarks, no props on main shot.
File format: JPEG (preferred) or PNG, sRGB color space
Color-calibrated against a ColorChecker reference card
Shopify Site
Hero: 2560×1440px desktop, 800×1200px mobile
Banner: 2048×1024px, up to 2500px wide for full-bleed
Thumbnails: 600×600px, 1:1 (Retina-ready)
Optimal file size: 100–500KB. Max 20MB.
Social Media
Instagram Feed: 4:5 preferred, 1080×1350px. Grid now displays 3:4.
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