After 130 years, consumers have the opportunity to put their own stamp on one of Wolverine’s iconic boot patterns.
The company launched the Wolverine Workshop on Wednesday, an online customization platform that allows customers to design their own Wolverine 1000 Mile Boots. The service is also available at the Wolverine Company Store in New York.
Boots are handcrafted at Wolverine’s factory in Big Rapids, Mich. and start at $400. Add-ons include monogramming and Vibram outsoles.
“The Wolverine Workshop harkens back to the time of cobblers who handcrafted boots for their customers one pair at a time,” said Carrie Hill, Wolverine senior design manager. “We are fortunate to have a factory which can execute excellent quality craftsmanship and attention to detail, allowing our customers today to personalize every detail of their 1000 Mile Boots.”
From outsoles, eyelets and laces to upper and welt stitch colors, customers can handpick each component to their liking. Premium upper materials include Horween leather and Charles F. Stead suede ranging from traditional brown to hot pink. Monogramming is also available etched on the heel, tongue or hangtag.
Consumers can start from scratch or browse other customized styles online for inspiration.
“This is an opportunity for people to play the designer role and build a boot that is unique and one of a kind to them,” said Todd Yates, Wolverine president. “By combining the quality craftsmanship and timeless pattern of the 1000 Mile Boot with the personality and style of our customers, we hope to connect with both brand loyalists and new customers alike.”