Maker of fine leather footwear and accessories, WDM (Well Dressed Male) is branching out from its online identity and expanding into its first major brick and mortar retail location. Until now, WDM sold its shoes and leathers solely online under the brand name Moral Code, but the Milwaukee-based elite footwear creator is changing its retail name to the Milwaukee Boot Company.

Whether offering the company’s handmade boots, belts or bags, The Milwaukee Boot Company’s first store is now open back in WDM’s hometown — serving as an elite “proof-of-concept” store to bring the once online-only brand to the streets.

Both the Milwaukee Boot Company’s offerings and its east side city home look to honor Milwaukee’s industrial history as the city prepares to host the DNC next summer.