Can a U.S. sock-maker survive in today's environment? Check out Sheboygan's Wigwam Mills
Summary
But Wigwam has survived and now is expecting strong growth thanks to the quality of its products, smart marketing and the cool factor of rugged outdoor apparel — even for people who do most of their roughing it inside. While fellow textile manufacturer Woolrich recently joined a long-running trend and closed its last remaining U.S. factory, Wigwam is investing in its plant, plans to increase its workforce by more than 25 percent and is looking forward to rising sales. “We’re expecting a good pop here going into ’19,” said Tom Wheeler, a clothing industry veteran who was brought in two years ago as the first chief executive from outside the Chesebro family, which has owned Wigwam for four generations. “If you’ve spent any time hiking outdoors, your socks really make a huge difference to your comfort and warmth,” said Matt Powell, senior industry adviser for sports with market research company The NPD Group Inc. “So it’s an important purchase.” Which may help explain why not just Wigwam but other upper-end sock companies such as Darn Tough Vermont and VF Corporation’s Smartwool brand can successfully manufacture in the U.S. Firms that can command premium prices for their products because of their quality and the cachet they carry can manufacture anywhere, retail strategist Lee Peterson, executive vice president at consulting group WD Partners Inc., said by email. And with domestic production, a company selling to retailers can change designs quickly and lessen the risk of being caught with outdated inventory that ends up being discounted or liquidated, Powell said.