Wintergreen Northern Wear

What Wintergreen Northern Wear does

Wintergreen Northern Wear is a privately held, women- and family-owned outdoor apparel company headquartered in Ely, Minnesota, founded in 1987 by Susan and Paul Schurke. The company's product portfolio centers on a layered clothing system built around the anorak — the same garment Susan Schurke designed and sewed for the 1986 first unsupported expedition to the North Pole — and includes fleece tops (Lagom Hoodie, Hygge Pullover, Merino Wool lineup), jackets (Nordic XC Ski, Shearling Fleece, Waxed Cotton Trail, Wool Du Nord), coats (Wool Northwind), technical pants and shorts, mittens, hats, gaiters, scarves, and accessories. All garments are handmade in Minnesota, and the brand markets "lifetime goods" durability and Made-in-USA positioning as its core differentiators against mass-market outdoor apparel.

The business model is direct-to-consumer e-commerce operated through a Shopify storefront, with no disclosed physical retail or third-party wholesale distribution. Revenue is generated primarily through one-time apparel sales at premium price points ($35 for accessories to $659 for waxed cotton jackets), augmented by made-to-order custom sizing, a clothing rental program, group sales, and a Wintergreen-Worn resale channel. Marketing relies on brand storytelling via two blogs, an email/SMS list with a 10% signup incentive, social media, and ambassador content. The customer base spans extreme cold-weather explorers, recreational outdoor users, urban winter wearers, and family apparel buyers across seven shipping markets (USA, UK, Canada, Germany, France, Australia, Japan, Singapore). The company employs 11-50 staff and has not disclosed external funding, M&A activity, or institutional ownership.

Name

Wintergreen Northern Wear

Legal name

Wintergreen Northern Wear LLC

Website

https://wintergreennorthernwear.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Wintergreen Northern Wear is a women-owned, Minnesota-based DTC outdoor apparel brand that handcrafts anoraks, fleeces, jackets, and accessories in the USA, selling premium cold-weather gear to outdoor enthusiasts and families across seven countries.

Ownership category

akta.pro rank

Product category

Outdoor Apparel

NAICS

Cut and Sew Apparel Manufacturing (3152), Apparel Manufacturing (315)

SIC

Women's, Misses', And Juniors Outerwear (2330), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)

akta.pro secondary industries

Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB), Winter Accessories & On-Mountain Essentials Retail (Hand/Foot Warmers, Packs, Hydration, Sunglasses) (CRAMAJAJ), Outerwear & Snowsuits (Children) (CRAAAHAF), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Outdoor apparel
• Winter clothing
• Handmade anoraks
• Cold weather gear
• Merino wool layers

Headquarters

HQ city

Ely

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Apparel Sales: Direct one-time purchase of outdoor apparel including anoraks, jackets, coats, tops, pants, shorts, and accessories. Products range from $35 for accessories to $659 for premium jackets. Also offers made-to-order/custom sizing options and clothing rentals.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Wintergreen Northern Wear designs and handcrafts outdoor apparel in Ely, Minnesota, including anoraks, jackets, coats, fleece tops, base layers, pants, and accessories built around a layered clothing system for extreme cold-weather use. The product line originated from the 1986 first unsupported North Pole expedition and is sold direct-to-consumer online with custom sizing, made-to-order, and rental options.

Product overview

Wintergreen Northern Wear is a women-owned, family-operated outdoor apparel company that handcrafts quality clothing in Minnesota. The product portfolio centers on a layered clothing system designed for cold-weather outdoor activities, organized around the core anorak product line (originally designed for the 1986 North Pole expedition) supplemented by complementary garments including fleece tops (Lagom Hoodie, Hygge Pullover Hoodie, Merino Wool collection), jackets (Nordic/XC Ski Jacket, Shearling Jacket, Waxed Cotton Trail Jacket), coats (Wool Northwind Coat), bottoms (Shell Pants, Guide Pants, Flex Pants, Canoe Shorts), and accessories (Mittens, Beanies, Caps, Scarves, Wristwarmers, Gaiters). Products are organized into activity-based collections (Arctic Exploring, Biking, Camping, Canoeing & Fishing, Dogsledding, Hiking & Running, Skiing, Snowshoeing, Urban Exploring) and seasonal sub-brands (Wintergreen Classics, The Wintergreen Wool Line, Summer Favorites, In Stock Collection). All garments are handmade in Minnesota with a focus on durability and functionality for lifetime use.

Differentiator

Problem solved

Functional benefit

Products and services

• Shell Anorak Windproof and water-resistant outerwear anorak designed for extreme cold conditions, available with optional fur ruffs for additional warmth, and offered in men's, women's, and kids' sizing.
• Expedition Fleece Anorak
• Combo Anorak
• Nordic Jacket (XC Ski Jacket) Multi-use breathable nordic ski jacket designed for cross-country skiing and field tested in Minnesota.
• Shearling Fleece Jacket Cozy shearling-lined fleece jacket for spring adventures and milder cold-weather conditions.
• Rimfrost Bike Jacket Breathable cycling jacket designed for road and mountain biking in various conditions.
• Boundary Waters Hooded Windshirt Wind-resistant hooded shirt suitable for paddlesports and warm-weather outdoor activities.
• Wool Northwind Coat Classic wool coat offering timeless warmth and style for urban exploring, part of the Wintergreen Classics collection.
• Waxed Cotton Trail Jacket (Lined) Water-resistant trail jacket lined with waxed cotton for durability and weather protection.
• Wool Du Nord Jacket Classic wool jacket inspired by Nordic design, suitable for urban and outdoor wear.
• Lagom Fleece Hoodie Mid-layer fleece hoodie providing 'just right' comfort for any chilly weather activity, available in pullover and full-zip variants.
• Hygge Pullover Hoodie Cozy pullover hoodie named after the Danish concept of comfort and well-being.
• Merino Wool Tops (Anja Hoodie, Hansen Hoodie, Kine Crewneck, Karl Cardigan, Ketil Crewneck) Technical base layers and mid-layers made from merino wool offering natural temperature regulation and moisture management.
• MicroGrid Climber Top Limited-edition technical top with microgrid fleece for active pursuits.
• Boundary Waters Shell Pants Water-resistant shell pants designed for paddlesports and outdoor activities.
• Guide Pants (Half-Zip and Fleece-Lined) Technical pants with half-zip ventilation and fleece lining options for warmth and functionality.
• Flex Pants (Powerstretch) Stretchy performance pants made with Powerstretch fabric for active movement.
• Boundary Waters Canoe Shorts Breathable and quick-drying shorts designed for paddlesports and warm weather.
• Wintergreen Mittens Insulated winter mittens available in 9 colors with shell and fleece options.
• Roll Cuff Mittens Convertible mittens with roll-back cuff design for temperature regulation.
• Plunge Mitt Expedition Mittens Expedition-grade mittens designed for extreme cold conditions with liner options.
• Shell Overmitts Waterproof shell mitts worn over primary handwear for additional protection.
• Wintergreen Beanie (Wind Pro Beanie) Wind-resistant knit beanie with various trim options.
• Crunch Cap Lightweight packable cap available in 18 colors with shell material.
• Expedition Shell Hat Windproof shell hat for extreme cold conditions.
• Expedition Fleece Hat Warm fleece hat for cold weather protection.
• Merino Wool Stocking Cap Classic knit cap made with merino wool for natural warmth.
• Hal Scarf (Merino Wool Scarf) Soft merino wool scarf in 3 colors for cold weather warmth.
• Wristwarmers Fingerless glove inserts for dexterity with core hand warmth, available in 12 colors including merino wool options.
• Flex Balaclava and Neck Gaiter Powerstretch face and neck protection for cold weather activities.
• Baby Bunting Insulated one-piece garment for babies and toddlers in cold weather.
• Expedition Fleece Anorak (Kid's) Child-sized version of the flagship expedition fleece anorak for young adventurers.
• Reflective Dog Collars Reflective collars for dogs for visibility during outdoor activities.
• Wintergreen Water Bottle Branded water bottle available with Nalgene options.
• Wintergreen Clothing Rental Program Rental service allowing customers to rent Wintergreen outdoor apparel, broadening access to the brand's expedition-grade and outdoor garments without full purchase.
• Made-to-Order Custom Sizing Custom-sizing service that allows customers to order garments tailored to their individual measurements, supporting the layered clothing system and expedition use cases.
• Wintergreen-Worn Program (Pre-Owned / Outlet) Program offering pre-owned, returned, or outlet Wintergreen garments, supporting sustainability and access to the brand at lower price points.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Dogsledding.comminorOthersLinked through the website navigation as a resource for 'Dogsledding in Ely, MN'. This appears to be a related local business rather than a formal commercial partnership. The connection relates to the company's roots in dogsledding culture and winter sports.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fjällräven: Swedish heritage outdoor brand specializing in durable cold-weather apparel and equipment with a strong sustainability and lifetime-product ethos. Most directly comparable to Wintergreen on premium outdoor positioning, heritage storytelling, and lifetime-durability messaging.
• Filson: Heritage American outdoor brand known for rugged, made-in-USA outerwear and lifetime-guaranteed goods. Directly comparable to Wintergreen on heritage, USA manufacturing, premium pricing, and outdoor/expedition heritage.
• Duckworth: Montana-based outdoor brand using American-grown Merino wool with a made-in-USA supply chain. Closely comparable to Wintergreen on small-batch USA manufacturing, natural-fiber focus, and premium outdoor positioning.
• Kuhl: Independent US outdoor apparel brand focused on technical performance clothing for hiking, skiing, and active outdoor use. Comparable to Wintergreen on premium direct-to-consumer positioning and outdoor technical apparel for active users.

Broad incumbents

• Canada Goose: Premium cold-weather outerwear brand with strong expedition credentials and broad global retail. Comparable to Wintergreen on cold-weather product mix and expedition heritage, but operates at vastly greater scale with owned retail and wholesale channels.
• Patagonia: Dominant outdoor apparel brand with deep sustainability, made-in-USA, and lifetime-durability positioning. Comparable to Wintergreen on values alignment (sustainability, USA manufacturing, repair/durability) but at mass-premium scale.
• Helly Hansen: Norwegian heritage brand in technical sailing, ski, and outdoor apparel. Comparable to Wintergreen on cold-weather performance positioning, Nordic heritage, and ski/cross-country-ski category overlap (e.g., HH Freeze ski jacket).
• L.L.Bean: Iconic American outdoor brand with multi-generation heritage, made-in-USA legacy, and lifetime product guarantees. Comparable to Wintergreen on heritage, durability promise, and USA manufacturing roots, though at much greater scale and category breadth.
• Mountain Hardwear: Technical outdoor brand specializing in mountaineering, skiing, and expedition-grade apparel. Comparable to Wintergreen on expedition-grade outerwear and extreme-condition use cases (e.g., Mountain Hardwear Compressor/Exposure/Sub Zero lines).
• Mammut: Swiss premium outdoor brand with strong mountaineering and ski heritage, including expedition-grade outerwear. Comparable to Wintergreen on technical cold-weather apparel and heritage mountaineering brand identity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/wintergreenely
• Facebookfacebook.com/WintergreenEly
• LinkedInlinkedin.com/company/wintergreen-northern-wear

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wintergreen Northern Wear