Fifth-generation North Jersey yarn company turns 145 years old. Yes, yarn is still a thing
LYNDHURST — Get the image of your sweet grandma knitting you a sweater, maybe with one sleeve slightly longer than the other, when you think of yarn?
Then your concept of the fashion fundamental needs an update. It has evolved, especially during the pandemic, much as the Lion Brand Yarn Company has in the 145 years since it was founded.
Lion Brand, headquartered in Lyndhurst, calls itself the nation's oldest yarn company. It manufactures and distributes yarn products and "has continually responded to evolving consumer needs and trends throughout the years," said its CEO Adam Blumenthal. "Whether it’s pop culture, nascent trends or fashion, we’ve always looked for inspiration that we can translate into the yarn category."
The ability to spot and stay on top of trends has been a big part of the company's success, Blumenthal said.
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Lion Brand introduced the "hugely popular Fun Fur," which is very furry-looking yarn, and socially conscious lines, including sustainable yarns made from renewable and recycled fiber, and Skein Tones, a line of yarns that "complements a wide spectrum of skin tones" created in partnership with Black crochet artist Aniqua Wilkerson, Blumenthal said.
Like any company with a long history, he said, Lion Brand "weathered many challenges over the years." He said the COVID-19 pandemic disrupted supply chains but also sparked a boom in home hobbies, including knitting and crocheting.
The beginning
Lion Brand Yarn Company is a fifth-generation, family-owned business founded in North Jersey in 1878 by Blumenthal's great-great-grandfather Reuben, before the automobile, motion pictures, the Hershey Bar and Coca-Cola, reads a company release.
Today Lion Brand yarns are sold online and in stores across North America and in more than 100 countries.
Staying current
The pandemic lockdowns and stress that came with them made knitting and crocheting a cool thing once more, this time for people of all ages. It helped relieve the stress "through the soothing, repetitive motions" and by helping people be creative, a company spokesperson said in the release.
Today's yarn enthusiasts are of all ages, demographics and locations. The company interacts with yarn buyers and users and works to nurture those relationships by giving away thousands of free patterns on its website. Lion Brand even has bloggers and influencers as well as webpages on how to crochet and knit and weave.
"You may be surprised to learn that ⅓ of knitters and crocheters are 18-34 years old," Blumenthal said via email. "The last few years especially have seen an explosion in knitting and crocheting interest from young, diverse audiences," he said, adding that celebrity knitters, social media trends and the "increasing awareness around the mental health benefits of knitting" for all ages attract new users.
Sustainable yarns and natural fibers are the most recent trends, along with chunky yarns, which are a great choice for beginners, Blumenthal said. Chunky yarn works well for blankets, scarves and other large projects, the company said.
Lion Brand products
Lion Brand produces a wide range of yarns in various colors, thicknesses and materials, including cotton, acrylic, wool and specialty fibers. Legacy lines, including Wool-Ease, Wool-Ease Thick & Quick, Hometown, Heartland, Homespun and Pound of Love, are the best sellers, according to Blumenthal. There's also a Vanna’s Choice line, created and introduced by company spokesperson Vanna White, who has publicly talked about her love of crocheting. That line has raised more than $2 million for St. Jude’s Children’s Research Hospital.
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The corporate offices are in Lyndhurst, but wool and yarns come from an array of partner farms and mills globally. The distribution center is in Savannah, Georgia.
Notable company milestones
The company shared some of its notable milestones:
In 1904, Lion Brand’s first advertisement appeared in the Ladies’ Home Journal.
In 1951, Lion Brand was one of the first companies to introduce nylon and orlon into the market, forever changing the hand-knitting world.
In 1965, Lion Brand became the first hand-knitting company in America to receive the coveted Woolmark, a globally recognized symbol of quality and authenticity in 100% wool products.
In 1978, Lion Brand received an official declaration from the city of New York in recognition of its 100th anniversary.
In 1981, Lion Brand introduced Jamie Yarn, the first yarn line with a photo on the label.
“Wheel of Fortune” star and knitting and crocheting aficionado Vanna White became Lion Brand’s spokesperson in 1994, later launching the best-selling Vanna’s Choice® line of pattern books and yarn.
In 2002, Lion Brand ignited the Fun Fur craze, inspiring millions of new knitting and crocheting enthusiasts.
In 2004, Lion Brand’s website received hundreds of thousands of downloads of the free pattern for Martha Stewart’s now-iconic prison release poncho.
In 2013, Lion Brand was awarded the highly coveted Family Business Award of Excellence by Ernst & Young.
In 2020, Lion Brand acquired Silk City Fibers, a leading marketer and distributor of fine yarns to designers and discriminating consumers.
In 2021, Lion Brand partnered with renowned Black crochet artist Aniqua Wilkerson to create Skein Tones, a product line that complements a wide spectrum of skin tones. The product was honored with a 2022 Gold Stevie Award from the American Business Awards.
In 2022, Lion Brand’s Truboo, Coboo and Re-Spun yarns were named Sustainability Product of the Year by the Business Intelligence Group’s Sustainability Awards.
This article originally appeared on NorthJersey.com: NJ-based Lion Brand, oldest US yarn company, turns 145 years old
