Minus33
Minus33 is a 5th-generation family-owned merino wool apparel brand (est. 1916) selling base layers, socks, gloves, and outdoor wear direct-to-consumer via minus33.com and authorized dealers, serving outdoor enthusiasts, workwear, and lifestyle customers globally.
- Company typePrivate
- Founded1916
- HeadquartersAshland, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Minus33 does
Minus33 is the consumer apparel brand of L.W. Packard & Co. Inc., a 5th-generation family-owned woolen textile manufacturer founded in 1916 and headquartered in Ashland, New Hampshire. The company designs and sells a comprehensive portfolio of merino wool apparel including base layers, mid layers, socks, underwear, headwear, gloves, and blankets, organized by proprietary fabric weight tiers from Microweight (145 GSM) to Heavyweight (400 GSM) and segmented by activity use cases. Core technologies include Woolverino (a core-spun merino wool blend with nylon core for durability), WOOLTEK (waterproof merino glove technology), and Total Easy Care (machine-washable merino treatment developed with Australian Wool Innovation and The Woolmark Company). All wool is Australian Merino certified by AWTA LTD, with additional OEKO-TEX Standard 100, Responsible Wool Standard, and Woolmark Quality Standard certifications.
The business operates a dual-channel distribution model combining a direct-to-consumer e-commerce platform at minus33.com (fulfilling from Ashland, NH with UPS/USPS domestically and UPS Worldwide internationally) and a network of authorized brick-and-mortar and online dealers across the United States. Pricing parity is maintained across channels. Manufacturing is conducted through the ABC Textile joint venture in Beijing, China (established 2002), while the Mountain Heritage sock collection remains domestically produced in Ashland, NH. Product pricing ranges from approximately $20 for socks to over $200 for heavyweight expedition gear, with a 2-year product warranty and 30-day returns.
Customer segments span outdoor enthusiasts (primary), workwear and tactical professionals, and lifestyle/travel consumers. The company supports a community-focused Search & Rescue Warming Kit donation program covering 200+ SAR partner organizations. Marketing is executed through Instagram, Facebook, YouTube, TikTok, email newsletters, and educational content marketing emphasizing merino wool benefits, fabric weight education, and layering systems. The company is privately held with no external institutional investment and 11-50 employees.
Minus33 firmographics
Firmographics- Name
- Minus33
- Legal name
- L.W. Packard & Co. Inc.
- Website
- https://minus33.com
- Company type
- Private
- Founded year
- 1916
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Minus33 is a 5th-generation family-owned merino wool apparel brand (est. 1916) selling base layers, socks, gloves, and outdoor wear direct-to-consumer via minus33.com and authorized dealers, serving outdoor enthusiasts, workwear, and lifestyle customers globally.
- Ownership category
- akta.pro rank
Minus33 industry classification
Industry- Product category
- Outdoor Apparel
- NAICS
- Apparel Knitting Mills (3151), Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Knit Outerwear Mills (2253), Knitting Mills (2250)
- akta.pro primary industry
- Technical Fabric Mills (Performance/Protective/Medical Substrates) (IMAOABAH)
- akta.pro secondary industry
- Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers) (IMAOAFAJ)
Keywords
Where Minus33 is headquartered
LocationHeadquarters
- HQ city
- Ashland
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Minus33 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Minus33 generates revenue through direct sales to consumers via their e-commerce platform at minus33.com. Products are shipped from their Ashland, NH warehouse using UPS and USPS. The company offers free shipping on US orders over $50.
- Retail/Dealer Channel Sales: Minus33 sells through a network of authorized brick-and-mortar retailers and online authorized sellers. The company maintains pricing parity between online and in-person purchases out of respect for their retail partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Microweight products (145 GSM) |
| Unit Pricing | Pay-as-you-go | Lightweight products (170 GSM) |
| Unit Pricing | Pay-as-you-go | Midweight products (245 GSM) |
| Unit Pricing | Pay-as-you-go | Heavyweight products (400 GSM) |
| Unit Pricing | Pay-as-you-go | Socks |
| Unit Pricing | Pay-as-you-go | Mountain Heritage USA Made Socks |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Minus33 product offering
Product offeringCore offering
Minus33 designs, manufactures, and sells a broad spectrum of merino wool apparel and accessories including base layers (tops, bottoms, underwear), mid layers (quarter-zips, full-zips, hoodies, vests), socks, headwear (beanies, neck gaiters, balaclavas), waterproof gloves and mittens, and wool blankets. The company uses 100% Australian Merino Wool certified by AWTA LTD and its proprietary Woolverino core-spun fabric, organizing products by a proprietary fabric weight system spanning microweight (145 GSM) to heavyweight (400 GSM) for outdoor activities and everyday wear.
Product overview
Minus33 is a 5th-generation family-owned merino wool apparel brand offering a comprehensive portfolio of wool-based clothing and accessories. The product range spans base layers (thermal tops and bottoms), mid layers (1/4 zip, full zip, hoodies), socks (Mountain Heritage USA-made collection), headwear (beanies, neck gaiters, balaclavas), gloves (WOOLTEK expedition gloves), and blankets. The company operates two key fabric technologies: Woolverino (core-spun merino blend for durability) and 100% Merino Wool (pure Australian merino). Products are organized by fabric weight from Microweight (145 GSM) to Heavyweight (400 GSM), and by activity including Hike & Camp, Hunting, Snowsports, Bike & Run, Workwear & Tactical, and Lifestyle & Travel.
Differentiator
Problem solved
Functional benefit
Products and services
- Mountain Heritage Sock Collection
Quantifiable outcome
- 200+ SAR partner organizations receive free warming kits
- +1 more outcomes
Companies that use Minus33
Customer profileSegments3 records
Ideal customer profiles4 records
Minus33 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Minus33 partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Search & Rescue Organizations (200+ partners)coreMinus33 partners with over 200 Search & Rescue organizations nationwide through their SAR Warming Kit donation program. Gently used merino wool base layers (at least 50% merino wool, any brand) are donated, inspected, cleaned, and assembled into patient warming kits distributed free to first responders. This CSR initiative supports first responder safety while promoting sustainable use of wool garments.
- AWTA LTD (Australian Wool Testing Authority)coreAWTA LTD provides wool certification services ensuring Minus33's wool meets required ethics and quality standards. Their certification verifies that growers supplying wool to Minus33 do not use mulesing, confirming ethical sheep treatment. This third-party verification is central to Minus33's sustainability claims.
- ABC Textile (American Beijing Chinese Textile)coreJoint venture manufacturing partnership formed in 2002 when L.W. Packard moved manufacturing operations from Ashland, NH to Beijing, China. The partnership maintains Minus33's quality standards while leveraging cost-effective manufacturing. Minus33 continues to hold their overseas partners accountable for top quality standards.
- L.W. Packard & Co. Inc.coreParent company of Minus33. L.W. Packard has manufactured woolen fabrics since 1916, originally operating in Ashland, NH until 2001 before moving manufacturing to their joint venture in Beijing. The company maintains its headquarters and fulfillment operations in Ashland, NH.
- Australian Wool InnovationminorPartnership with Australian Wool Innovation for Total Easy Care technology developments that make merino wool garments machine washable and dry-able, expanding consumer accessibility to merino wool products.
- The Woolmark CompanyminorCollaboration with The Woolmark Company on Total Easy Care technology and Woolmark Quality Standard certification, providing product quality assurance and marketing credibility for merino wool products.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Minus33 competitors and assessment
Company assessmentDirect peers
- Ibex: Ibex is a merino wool outdoor apparel brand offering base layers, mid layers, and accessories. It competes directly with Minus33 in the outdoor specialty retail channel with a similar sustainability and quality narrative.
- Farm to Feet: Farm to Feet is a US-made merino wool sock brand focused on American-sourced wool and domestic manufacturing. It overlaps with Minus33's Mountain Heritage sock line on product, positioning, and dealer-channel distribution.
- Smartwool: Smartwool is the most direct competitor — a merino wool socks and apparel brand targeting hikers, runners, and outdoor enthusiasts with a similar base-layer, sock, and accessory portfolio. Now owned by VF Corporation, it competes head-to-head with Minus33 in DTC and dealer channels.
- Darn Tough Vermont: Darn Tough is a family-owned USA-made merino wool sock brand with a lifetime warranty. It competes directly with Minus33's Mountain Heritage sock line and shares the heritage / domestic-manufacturing brand DNA.
- Point6: Point6 is a US-based merino wool sock and apparel company using compact-spun merino technology. It targets the same hiking, snowsports, and lifestyle customer segments as Minus33 with comparable pricing.
- Woolx: Woolx is a smaller DTC-first merino wool apparel brand selling base layers, tops, and bottoms. It targets the same mid-premium outdoor and lifestyle consumer as Minus33 with comparable fabric weight tiering.
- Icebreaker: Icebreaker pioneered merino wool base layers for outdoor use and offers a near-identical product mix (base layers, mid layers, socks) to Minus33. Also owned by VF Corporation, it is a primary benchmark for Minus33's positioning and pricing.
Emerging players
- Wool & Prince: Wool & Prince is a smaller DTC merino wool apparel brand focused on dress shirts and everyday wear. It is an emerging player that overlaps with Minus33's lifestyle/travel segment and competes for the merino-curious consumer.
Regional players
- Bridgedale: Bridgedale is a UK- and Ireland-based merino wool sock brand with strong European distribution. It does not directly compete with Minus33 in the US market but is a useful comparable on product engineering and dealer-channel go-to-market.
Broad incumbents
- Patagonia: Patagonia is a major outdoor apparel brand whose merino wool base layers and Capilene alternatives compete for the same consumer wallet share. As a broad incumbent, it dwarfs Minus33 on marketing, distribution, and product breadth but overlaps on merino and performance positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Minus33 social profiles
Digital presenceMinus33 compliance and trust
Trust signalCompliance4 records
Minus33 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Minus33 leadership team
Management profileNumber of profiles
Minus33 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Minus33 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Minus33
What does Minus33 do?
Minus33 designs, manufactures, and sells a broad spectrum of merino wool apparel and accessories including base layers (tops, bottoms, underwear), mid layers (quarter-zips, full-zips, hoodies, vests), socks, headwear (beanies, neck gaiters, balaclavas), waterproof gloves and mittens, and wool blankets. The company uses 100% Australian Merino Wool certified by AWTA LTD and its proprietary Woolverino core-spun fabric, organizing products by a proprietary fabric weight system spanning microweight (145 GSM) to heavyweight (400 GSM) for outdoor activities and everyday wear.
Is Minus33 a public or private company?
Minus33 is a private company. It is classified as family owned and is currently operating.
When was Minus33 founded?
Minus33 was founded in 1916. It employs 11 to 50 people.
Where is Minus33 based?
Minus33 is headquartered in Ashland, United States, in the North America region.
How does Minus33 make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail/Dealer Channel Sales.
Who are Minus33's main competitors?
Direct peers on record are Ibex, Farm to Feet, Smartwool, Darn Tough Vermont, Point6, Woolx and Icebreaker. Wool & Prince is listed as an emerging player. Bridgedale is listed as a regional player. Patagonia is listed as a broad incumbent.
Does Minus33 have an API?
No public API is recorded for Minus33.
What industry is Minus33 in?
Minus33's product category is Outdoor Apparel. Its primary akta.pro industry code is IMAOABAH, Technical Fabric Mills (Performance/Protective/Medical Substrates), with a secondary code of IMAOAFAJ, Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers). Its NAICS code is 3151 and its SIC code is 2300.