During Durango's 50 years of designing quality boots, the brand has become famous for western and rock n' roll-inspired footwear. It was extensively sold in rural and core western markets but now has a major presence in young metropolitan markets in the U.S. and worldwide. With its focus on urban styling, Durango has become all about adventure and freedom. Their credo is have fun, live edgy and mischievously dangerously. Durango is not a boot, but an attitude. They call it 'Outlaw Fun."