Why Wigwam, Why Now
Wigwam Mills Inc., has launched the Why Wigwam, Why Now informational campaign to introduce new consumers, and remind those who have long been familiar with the 114-year-old brand. The campaign will cover the deep history of the family owned company, recent breakthroughs in technology, the minimal manufacturing footprint of their made-in-the-USA socks, and the quality and value that defines every pair.
As one of the of the most enduring brands in the hosiery industry, Wigwam has been perfecting fit, comfort, durability, and sustainable operations for over a century. “There is a lot more noise around socks these days with prints, logos, various fibers, and less emphasis on fit and comfort. We want our customers and fans to understand why trusting a brand like Wigwam, with the history, knowledge and focus solely on socks, pays off,” says Tom Wheeler, CEO of Wigwam Mills.
The Wigwam brand has recently experienced the natural shift that happens in a successful family owned company when the younger generation takes the lead. Margaret Newhard and Chris Chesebro, the fourth-generation sister and brother team who oversee product and operations, have infused new energy into the brand and possess a clear understanding of today’s complicated marketplace.
Wigwam designers and engineers continue to focus on comfort technologies such as INgenius NXT, launched in 2017, which incorporates a knit-in lining to move moisture away from the skin. As new performance fibers are introduced to the market, the team tests combinations of Merino and various man-made fibers and has been very successful at delivering optimal comfort and durability. “Innovation is in our blood,” says Wheeler. “For the last year and a half we’ve been working on and have applied on a patent for a new technology which will radically change hosiery for elite athletes.”
The team realizes design and color are also important to their customer. The new Peak2Pub hiking collection features the brand’s latest technologies while incorporated graphic elements that bring to mind some of the most iconic mountains and trails in North America.
As one of the oldest businesses in Sheboygan, Wisconsin, Wigwam is deeply entrenched in the community. The average tenure of a Wigwam employee is 17 years, and the company actively recruits paid interns to learn and master the intricacies of the knitting factory, which is a multi-year program. The company supports several local and national non-profits including The Ice Age Trail Alliance, Soul River, Inc. and Play, Clean Go and they repair and donate as much defective product as possible. It is a priority at the factory, for the bottom line and for the environment, to use minimal energy, and the brand’s “No Fiber Left Behind” initiative eliminates 100% of fiber waste.
For more information about Wigwam socks and the company, visit wigwam.com