Sorel is entering a new chapter. With a 62-year history, the Canadian footwear brand is best known for its durable winter utility boots. Now under new leadership, the brand is re-imagining its approach, with a focus on its brand heritage and year-round relevance.
Sorel has undergone significant transformation with the arrival of Cory Long as Sorel’s president and Michael Minter as vice president of brand and marketing in 2023. Drawing from his experience revitalising DC Shoes, Long has introduced a strategic focus on creative collaborations and cultural relevance — a vision reflected in the brand’s recent partnerships.
This year, the Sorel x Aries collaboration introduced the brand’s functional DNA to the streetwear space, and a partnership with Barbour blended the Canadian brand’s technical performance with British heritage. Meanwhile, the launch of its new Horizon collection extends Sorel’s offering beyond cold weather, with more transitional pieces.
These collaborations, combined with Sorel’s core pillars of authenticity and craftsmanship — every pair is handcrafted from genuine leather — are helping the brand refine its place in the footwear landscape, expand into new markets and engage a wider audience.
After all, 2025 has been shaped by fragile consumer confidence, with more than 80 percent of global shoppers planning to spend the same or less on clothing, footwear and accessories, according to BoF and McKinsey & Co.’s The State of Fashion 2025 report.
As Sorel works to become a fashion-forward brand with an all-seasons offering, it faces both opportunities and challenges: re-engaging with the male consumer amid growing competition in lifestyle footwear, and deepening awareness of its premium craftsmanship. At the same time, the brand is leveraging cultural credibility and organic celebrity endorsements, with support from Meghan Markle to Victoria Beckham.
To better understand how Sorel is balancing heritage and reinvention — and how its leadership is charting the brand’s next era — BoF sits down with Long to discuss strategy, collaborations and long-term ambitions.
Under new leadership, Sorel has begun a brand evolution. How would you describe this new chapter for the company?
This moment represented a reimagined — and much more ambitious — vision for Sorel. Our goal is to build a globally relevant brand that reaches new consumers through distinct storytelling and our rich heritage.
There’s only one Sorel — and I don’t think we’ve yet come close to realising its full potential. This new chapter is about unlocking that.
How has the brand’s heritage fed into shaping Sorel’s new identity?
In a marketplace crowded with social media-first brands, standing for something real matters now more than ever. Our history is our compass :it grounds us in authenticity, while setting us apart. The stories we tell and the products we design all come from that foundation.
Our design DNA and craftsmanship — every pair of our shoes is handcrafted — gives us an advantage in a landscape that often feels tired and oversaturated. Heritage isn’t nostalgia but our differentiation, and it’s the creative spark that allows us to disrupt the category.
How are you positioning Sorel as a year-round, all-seasons brand?
The qualities that make Sorel great — versatility, durability, craftsmanship — aren’t seasonal. Consumers trust us because our products perform and endure. That expectation applies year-round. At its core, Sorel isn’t defined by weather; it’s defined by purpose.
Heritage isn’t nostalgia but our differentiation.
We want people to think of Sorel not just when it snows, but when they travel, explore and live their everyday lives. The same integrity and design principles that build our cold weather reputation are now shaping products for every climate.
What role do collaborations play in expanding Sorel’s reach and relevance?
When you work with the best brands and designers, you naturally drive innovation — which is central to who we are. Collaborations introduce Sorel to new audiences and communities and they allow us to tell much richer, more unexpected stories.
We have been very intentional about who we partner with. Every collaboration must be purpose-driven — a true win-win, grounded in shared values. Whether that’s fashion, like our partnership with Barbour, or streetwear, like with Aries — the best results come when both sides are aligned creatively and philosophically. That’s where the magic happens.
How do you maintain that balance between accessibility and aspiration?
The beauty of Sorel lives in the tension between opposites. The brand aims to be practical yet poetic, romantic and rugged, smart and sexy. We believe that juxtaposition makes the brand timeless and is what draws ambassadors, influencers and celebrities to work with us — while still connecting deeply with everyday consumers.
At the end of the day, our products are built to perform in the harshest conditions. That credibility — the durability the products have — allows us to elevate the brand without losing authenticity. After all, the companies that last are the ones that transcend performance and lifestyle, and Sorel has that unique duality.
Sorel has long been known for its female-focused lines. How are you thinking about expanding the brand’s appeal to male consumers?
We’re incredibly proud of our foundation with our female consumer — she’s strong, she’s bold and well-styled. She has defined Sorel for much of the past decade. But, we’re opening the aperture. It’s time to invite our male customers back to the brand.
You can see that in our new “Horizon” product line and our latest marketing campaign, both of which reflect a more inclusive, genderless approach. The goal is to build a year-round, globally relevant brand that speaks to everyone.
What are the key priorities for growth as you expand internationally?
We are launching the brand in Korea, building in Europe and redefining it in North America — all under one cohesive global vision. Europe and Asia are critical components of our growth strategy, alongside the continued expansion of our men’s line and our push into “warm weather” categories.
What’s exciting is that the brand’s transformation is happening simultaneously across regions. The world is smaller now, and our stories resonate across borders. From collaborations to heritage-driven storytelling, the new Sorel feels relevant everywhere.
What is your hope for Sorel in the global fashion and footwear landscape?
I want Sorel to be the unexpected challenger brand. We work alongside the industry’s biggest names and have all the ingredients to disrupt, to bring something fresh and different to the table.
The goal is to build a year-round, globally relevant brand that speaks to everyone.
Our focus is to keep lifting the brand with best-in-class products, visionary collaborations and head-turning marketing. That’s how we’ll continue to answer the call for something new, and ensure that Sorel becomes a lasting force in the category.
What excites you most about the brand?
I’ve spent the last month in Japan, Korea, Europe and North America — and you can feel the energy around Sorel right now. There’s no denying that the market is tough — sales are down across the industry, while inventories are up — but we’re bucking that trend.
From Dover Street Market to Nordstrom, the response has been incredible. We’re seeing momentum everywhere and that’s energising. The new Sorel is here and this is only the beginning.