Chippewa began with a marketing campaign that reads: "Hand Crafted by people who care". By focusing on skilled craftsmen responsible for fine quality footwear, Chippewa grew its brand with quality and style as priority. This campaign has now evolved into the company philosophy, building its products from premium raw materials hand crafted in the USA. To this day, U.S. made boots still carry the "Hand Crafted in the USA" labels as homage to the men and women that have built the Chippewa brand.