American Woolen produces fine American-made fabrics at its historic mill in Stafford Springs, Connecticut, but the vision goes far beyond what happens there. The company is working to create America’s first wool textile and apparel ecosystem, rebuilding the connections between manufacturing, design, skilled labor, and community that once made New England a center of the textile industry.

Our work has focused on helping people understand and connect with that bigger story. Through in-depth interviews with company leadership, cinematic video, photography, and social content, we’ve documented not only how fabric is made, but why rebuilding this industry matters and the people working to make it happen.

That storytelling has carried across a redesigned e-commerce website, social media, and ongoing campaigns, helping introduce American Woolen’s mission to a much larger audience. Their Instagram community grew from around 5,000 to more than 20,000 followers, with some of our videos reaching far beyond their existing audience.