Minus33 Keeps Tradition Alive in Historic Mill

Fifth generation continues woolen clothing history 

Story and photos by Leigh Sharps 

The Glidden family is well-known in the Squam Lakes region for operating one of the top textile plants in the world—the L.W. Packard Co.—for decades until it succumbed to the constant surging of the cheaper overseas labor market. The historic mill, located in the center of Ashland, and on the Squam River, ceased manufacturing in 2002. 

However, it is now perpetuating that same woolen fabric history with the operation of the ever-growing company known as Minus33, which was conceived and began just as the original plant was beginning its shutdown. 

The mill was built by the Briggs Brothers of Leeds, England in 1840 on the Squam River as it was in the geographical center of New Hampshire. It ran sporadically for 76 years. During that time it manufactured gloves, hosiery, sports equipment, wood products and paper and was called the Squam Lake Woolen Mill. 

In 1916, when Mr. Luther W. Packard of Berwick, Maine bought the mill, he re-named it L.W. Packard and began a textile business which initiated its premier place in that trade, not only in the country, but in the worldwide market as well. (Further history at the end of this article.)

Textile engineers from L. W. Packard and Co., Inc. created the MINUS33 concept as Packard’s “had been involved in every aspect of the wool industry and has been a proud family-owned business since 1916,” explained President John L. Glidden. “In 1995 Packard’s was selected by Textile World magazine as one of the top 10 textile plants in the world. With so much of our family history rooted in the wool industry, combined with our genuine passion for the outdoors, it only made sense for MINUS33 to emerge as a Merino wool clothing brand. MINUS33 began as a snowmobile brand, and quickly expanded to other outdoor markets, such as hiking, skiing, and hunting due to the versatility of our product offerings.”

John said he had tried wool for base layers for hunting and “loved the product.” Todd Allain, now the Brand and Sales Manager, used wool products for snowboarding and hiking and was approached to make MINUS33 into a bigger, profit-making entity. Todd had worked full-time as a textile engineer for L.W. Packard and part-time for the Waterville Valley Resort Ski Patrol and was very familiar with the outdoors industry. John said, “Todd took his knowledge of the ski/outdoor business, and his love for wool, and ran with the idea of using wool for base layers for other activities besides hunting.” 

Todd explained, “I used my experience in textile engineering, combined it with a global business model and blossomed it into a startup brand. It became a growing leader in the Merino Wool Base Layer industry and it remains so today.” 

The company produces base layer tops and bottoms and socks, hats, neck gaiters, balaclavas, gloves, vests, hoodies, ¼ zip jackets, blankets, union suits and underwear. (Base layers are the layers closest to one’s skin and act like a ‘second skin’ adding a layer of warmth. They are mainly worn under other clothing but independently as well, like leggings. Balaclavas are close-fitting total head and neck coverings made of wool.) 

Tops, bottoms, hats, etc. aren’t your usual basic clothing. Just a few of the styles include tanks, vests, hoodies, tee, turtleneck and crew neck shirts, zip jackets, etc. Some bottom styles include leggings, all types of long underwear (both tops and bottoms), zip-off leggings and hooded jackets. Head coverings range from beanies, headbands, gaiters and scarves. Fabric weights for products are: micro (spring and summer use), lightweight (all year round alone or as a base layer), midweight (three-season wear) and expedition (for the coldest conditions). Activity levels ‘weigh’ in on customers’ fabric choices and type of garments needed, too. Their Woolverino (trademarked term) line is specifically designed for athletes. The fabric incorporates a technology making “durable and high performing merino wool garments for high-intensity activities. Our blend of merino and nylon creates a well-fitted garment that moves with you. It cools down when it’s hot and warms up when it gets chilly. It’s ideal for athletes, runners, cyclists and hikers,” their 2021-2022 catalog states. 

They also have a White Mountain Woolen blanket collection and, of course, their famous, varied types of socks are a company highlight. In fact there are 14 pages of different sock styles in their catalog featuring their Mountain Heritage line: liner socks, mini crew, crew, ankle, boot, and full length, and include ski and snowboard, hiker and runner socks, too. 

Lead sock designer Lawson E. Glidden (John’s son and fifth generation Glidden) explained, “We chose to build our own sock development mill in our on-site facility at our headquarters (at the mill in Ashland) using the most modern equipment available in the world today. We wanted to bring back some of the manufacturing to the original Packard Mill. These machines allow the development team to be directly involved in the design process/quality control and we can be hands-on with the production every step of the way.” 

MINUS33 brought along with it a long-time employee of Packard’s: David Piper. As technician and development assistant he operates the state-of-the-art sock machines. The machines have the capability of turning out a sock every three to five minutes (depending on the length-short, crew or calf ). “Our New Hampshire-made socks are knit using carefully selected yarns. Merino wool/nylon is used as the main body of the socks. These yarns deliver a high Merino wool content, with the extra durability of nylon. We have packed in huge quantities of wool next to your skin, using the synthetics only as needed to improve fit and durability,” said Kelly Meegan, Apparel Designer. “Our base layers are made of superfine Merino wool. The fine wool gauge provides just the right balance of durability and a super soft feel on the skin,” she added. 

“We are a global company with mills all over the world but the plan in the coming years is to have as much as possible made on-site depending on our growth,” stated John who said they are currently working on expanding their physical operation here. 

Meaghan Ruby, Content Marketing Specialist, notes that they do not have a showroom in their building right now “but we are working on changing that in the coming months. Due to Covid-19 it will not be open to the public for the foreseeable future, however. But we welcome interested shoppers to check out our network of dealers, or one may place an order on our website using curbside pick-up.” 

John states that Minus33 is distinguishable from other companies for many reasons. “We are a local, New Hampshire company. We live in the environment we sell to. We have high wool content in everything we make, attention to quality is a priority, our products are machine washable and dryable and they are offered at a reasonable price.” 

They have 15 full-time employees and continue to grow. Their administration staff includes: John L. Glidden-President, Todd Allain-Brand and Sales Manager, Lawson E. Glidden-Vice-President and Lead Sock Designer, Joel Schweizer-Operations Manager, Kelly Meegan-Apparel Designer, Meaghan Ruby-Content Marketing Specialist and David Piper-Sock Technician. 

Remember: their name may be MINUS33 indicating the below freezing mark, but their quality products serve all seasons, in any weather, and for any type of activity from leisurely to light to extreme. 

 MINUS is definitely MAJOR here!

NOTE: Contact and order information: info@minus33.com (customer service), merinoholics@minus33.com (general marketing inquiries), Minus33.com (catalog and prices). Facebook: Minus33MerinoWoolClothing; Instagram: @Minus33merinowool; YouTube: youtube.com, Twitter: @Minus33; Pinterest: pinterest.com/minus33merino; Address: 22 Mill St., P.O. Box 515, Ashland, N.H. Phone: 1-855-MINUS33 

Mill History continued from above: After Packard bought and renamed the mill (1916), Lawson W. Glidden joined the company in 1921 to help his uncle, Luther Packard. The mill survived the Great Depression, and the difficulty in getting adequate power to run the plant in the 1930s. They continued to grow, improve the facility and then John ‘Jack’ E. Glidden joined L.W. Packard in the early 1950s. With the Clean Water act in 1967, the mill expanded its discharge controls and it connected to the town’s waste-water plant. A new dye house was constructed and modern dying equipment installed. The mill paid about 87 percent of the bill for the town’s new wastewater plant. 

In 1973 John L. Glidden joined the company, working part-time until 1978 when he joined full-time after graduating from the Philadelphia College of Textiles and Science with a Textile Engineering degree. He became President in 1989. He remained President when they transitioned into the new MINUS33 brand after Packard’s closed in 2002. They continued the family tradition and work ethic by remaining in the mill location where they are today. Many other parts of the mill buildings are occupied by offices and businesses as well. 

(History provided by MINUS33 and Wikipedia.)