The Revival That Has My Heart: American Woolen Company

From the Will Works Studios desk

This is a dream project for sure! Just look at the blankets, the blazer and the revitalization of the history and craft! A DREAM!

Having worked with heritage brands across luxury menswear, womenswear, and lifestyle categories for decades, I thought I'd seen every compelling brand story. Then I discovered American Woolen Company, and honestly, it stopped me in my tracks.

What Makes This Special

Stationed in Stafford Springs, Connecticut, American Woolen Company isn't just manufacturing textiles—they're rebuilding an entire ecosystem. As America's only dual worsted and woolen textile manufacturer, they're doing something extraordinary: combining traditional New England craftsmanship with modern innovation to create fabrics that tell a story.

The distinction between their worsted and woolen systems fascinated me immediately. Worsted fabrics (7-14 oz per yard) perfect for tailored goods, and woolens (12-28 oz per yard) ideal for outerwear—this technical precision married with artistic vision is exactly what I look for in brands with staying power.

The Product Portfolio That Dreams Are Made Of

Their American Blazer at $795 represents everything I love about heritage done right—investment pieces that honor tradition while serving modern needs. Having worked extensively with Savile Row tailoring, I can appreciate the craft that goes into a properly constructed blazer. But it's the home collection that truly showcases their range: from the $695 Steppe Camel Hair Blanket to accessible $220 Classic Frame throws, they've mastered the art of luxury at multiple price points.

Having spent years helping heritage brands develop innovative material usage programs and strategic supply chain solutions, I recognize sophisticated merchandising when I see it. American Woolen's approach to collection architecture—spanning apparel, accessories, and home goods—shows strategic thinking that goes far beyond manufacturing.

The Visionary Behind the Mission

What makes this story even more compelling is learning about Jacob, the founder behind American Woolen Company. In 2014, he formed an investment group to purchase the shuttered Warren mill complex in Stafford Springs—a facility once renowned as America's finest wool textile operation. His vision? To preserve the art and craft of fine textile manufacturing while building a regional ecosystem that could serve as a blueprint for reviving America's textile industry.

Having spent 20 years working across Europe, Jacob witnessed firsthand how craft manufacturing could restore communities and give meaning to local traditions. He understood that while European craft manufacturers faced higher cost structures, they excelled at transforming commodity products into specialty goods and building markets to support their craft.

The early years were challenging. Major American apparel brands preferred European and Asian suppliers, dismissing domestic production with the harsh assessment that "Americans are consumers, not producers." But Jacob persisted with his conviction that there was a better way forward.

Ten years later, that persistence is paying off. American Woolen is proving that extended global supply chains don't have to be the default—that local manufacturing systems can be reformatted and regional material systems restored.

Why This Resonates So Deeply

Jacob's approach mirrors everything I believe about sustainable brand building. Having worked with heritage brands across luxury menswear, womenswear, and lifestyle categories for decades, I've seen the power of combining traditional craftsmanship with strategic vision. His understanding that craft manufacturing isn't just about production—it's about community, tradition, and creating meaning—resonates deeply with my own philosophy.

There are striking parallels between his journey and the challenges I've navigated with heritage brands seeking to honor their past while building for the future. The skepticism he faced about American manufacturing capabilities echoes the resistance I've encountered when advocating for traditional techniques in modern markets. But like Jacob, I've learned that persistence and belief in quality craftsmanship ultimately win out.

Their commitment to 100% American wool, combined with design inspiration drawn from New England's "rugged sophistication and relentless perseverance," creates authentic narrative depth that can't be manufactured or copied.

The Bigger Picture

What excites me most is their vision: "Let's Restore New England's Textile Industry." This isn't just a business—it's a movement. In an era of fast fashion and overseas manufacturing, American Woolen represents something increasingly rare: domestic production, quality craftsmanship, and regional pride combined with modern design sensibility.

From my experience launching e-commerce platforms and scaling heritage brands across global markets, I can see the foundation they've built for sustainable growth. Their product range demonstrates understanding of both wholesale and direct-to-consumer opportunities, while their commitment to craftsmanship ensures brand differentiation in crowded markets.

Final Thoughts

Sometimes you encounter a brand that makes you remember why you fell in love with this industry in the first place. American Woolen Company is that brand for me right now. They're proving that American manufacturing, when combined with thoughtful design and strategic merchandising, can compete at the highest levels.

If you're not familiar with their work, do yourself a favor and explore their collection. Whether you're drawn to their technical expertise, their design aesthetic, or their mission to revitalize American textile manufacturing, there's something here worth celebrating.

Will Works Studios continues to support brands building sustainable, strategic growth through thoughtful product and merchandising strategy. Interested in exploring how heritage storytelling can drive modern brand success? Let's connect.