Manufacturing and Retail

Footwear brand rolls out customizable boots

December 23, 2016
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Wolverine Workshop custom boot designs
Customers can create custom-designed Wolverine 1000 Mile boots with select components from the brand. Photo via wolverine.com

A footwear brand in the area is giving customers the chance to design their own custom-made boots.

Wolverine, a brand of Rockford-based Wolverine Worldwide, a footwear and apparel maker, said this month it is introducing the Wolverine Workshop, a customization service, which allows customers to create custom-designed Wolverine 1000 Mile boots from select components — online and at the Wolverine Company Store in New York.

The boots will be handcrafted at Wolverine’s factory in Big Rapids.

Customers can create a “personalized design” from Wolverine’s Original 1000 Mile boot pattern, choosing from premium upper materials, including Horween leather and Charles F. Stead suede, in colors from classic brown to hot pink.

They can also select the outsole, eyelets, laces, stitching colors and monogram.

Custom boots start at $400 and are offered in men’s and women’s sizes.

Wolverine introduced the first 1000 Mile boots in 1914.

Todd Yates, president of Wolverine, said the workshop gives customers the opportunity to “play the designer role” and build a boot that is “unique and one-of-a-kind to them.”

Yates said the brand hopes to connect with “brand loyalists and new customers alike” with the service.

At the Wolverine Company Store, located at 254 Elizabeth St. in New York, customers are offered a hands-on experience with all the materials and steps that go into building a custom Wolverine 1000 Mile boot, before placing their orders.

“The Wolverine Workshop harkens back to the time of cobblers who handcrafted boots for their customers one pair at a time,” said Carrie Hill, senior design manager, Wolverine.

Hill said the brand is "fortunate" to have the Big Rapids factory, which she said can “execute excellent quality craftsmanship and attention to detail,” making the option for customization possible. 

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