Page 151 - BWA FEB 2013

February 2013 | Business World Magazine | 151
of traction and soles that wouldn’t leave scuff
marks on tiles, some like to wear the shoes
because they make a retro-styled fashion
statement.
As far as the company’s most famous
footwear, Miner says it would have to be a
boot that was unique for its wedge sole and
moccasin-style stitching. Originally called
the Hike ‘n Camp (The Official Boy Scout
Boot), the style was largely adapted by iron
workers and other tradesmen to become the
company’s best-selling boot style. More than
a dozen variations of this style are sold to-
day under the label of Thorogood American
Heritage.
Through it all, Weinbrenner has been
a leading innovator in footwear manufactur-
ing. It created the first safety-toe work boot
in 1938, and went on to secure patents relat-
ing the foot-protective nature of their shoe
designs as well as other patents involving the
production of sole attachment, and much
more. Weinbrenner’s fame grew, along with
the company which opened new factories in
north central Wisconsin and continue to ex-
pand upon their lines.
Those innovations kept on marching
along, and long after Albert Weinbrenner
who passed away in 1949. Employees have
since purchased the company, and have con-
tinued to expand on their foundation of
quality. New lines were established (such
as the Wood n Stream Brand) along with
new design technology, and more recently,
the company developed the “HellFire” line
which has been remarkably customized to
serve the needs of firemen.
For all their longevity and service to
industry, it is easy to understand Miner’s ref-
erence to a company slogan, “Working over
time.”
KEEPING UP WITH
DEMAND
Headquartered in Merrill, Wisconsin, since
1969, demand for Weinbrenner’s expertise
has exponentially risen in the modern era.
That has posed challenges, which in Miner’s
perspective, comes not only from the lack
of requisite machinery, but lack of skilled
workers. Many aspects of production, to this
day, are fulfilled by-hand operations, such
as stitching. Miner says this is a skill rarely
taught by schools today. To compensate, the
company has not only had to connect with
many cultures, mostly Asian and Hispan-
3
GEN-flex
2
GEN-flex2 / VGS TECHNOLOGY combines
premium materials with an exclusive, net fit
flexible welt construction for maximum comf rt.
1 High Density Polyurethane Removable Footbed
2 High Density EVA Footbed For Extra Comfort
3 GEN-flex2 Board with Double EVA Cushion
4 GEN-flex
2 Forefoot Flexibility
5 GEN-flex2 Flexible Insole Rib
6 GEN-flex
2 Welt Channel Cushion
7 InterActive Visible Gel System (VGS)
8 GEN-flex
2 Built-in Composite Shank
9 GEN-flex2 Molded EVA Midsole Flex Channel
10 GEN-flex
2 Oil- and Slip-Resisting Rubber Outsole
11 GEN-flex2 Multi-directional Traction Lug Design
It’s ll about c mfort.
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