Becoming Wül

 

Six years ago, I embarked on a journey that would change my life forever. Standing atop a peak in the Cascades, surrounded by the breathtaking beauty of the Pacific Northwest, I realized my feet were screaming in discomfort. That moment of frustration sparked an idea: to create the perfect hiking sock. And so, From The Ground Up was born – a small, local business dedicated to crafting high-quality merino wool socks that could withstand the toughest trails while keeping feet comfortable and supported.

The early days were challenging, to say the least. Bootstrapping the business meant long nights, tight budgets, and a lot of trial and error. I remember those first farmers markets, where I'd set up my little booth, eager to share my passion with fellow hikers. Every sale, every positive comment, every returning customer – they all fueled my determination to keep pushing forward. Slowly but surely, we began to gain the trust of the hiking community, one pair of socks at a time.

As our reputation grew, so did our vision. We realized that the incredible comfort and durability of our Incrediwool® blend wasn't just for the trails – it could be an elevated essential in everyone's everyday wardrobe. This revelation marked a turning point for our brand, pushing us to evolve beyond our hiking roots and into the world of premium everyday essentials.

None of this would have been possible without the unwavering support of our customers and the community that believed in us from the start. Your feedback, your stories, and your loyalty have been the backbone of our success. From those early adopters who took a chance on us at local markets to the dedicated fans who've been with us for years – your support has been nothing short of incredible. For that, we are eternally grateful.

As we look to the future, we're filled with excitement about the evolution of our brand. We're committed to pushing the boundaries of what's possible in sock design, all while staying true to our roots in quality and comfort. But more than that, we're dedicated to sustainability – not just in our products, but in our practices as a whole. We believe that great socks shouldn't come at the cost of our planet, and we're working tirelessly to ensure that every step we take as a company is a step towards a more sustainable future for all. The journey that started with a simple idea on a mountaintop has grown into something bigger than we ever imagined, and we can't wait to see where it takes us next – with you right there beside us, every step of the way.

- Rami & Viv