Episode at a glance: Joe Berg, owner of White Wolf Custom Apparel & Design in Little Falls, joins Behind the Brand to talk about running a family business with personality. He shares how Fun Fridays fuel both content and innovation, why White Wolf puts small businesses first, and why branded merch is marketing. His most useful advice: a B-minus plan with A-plus effort beats waiting for the perfect plan.
Listen to Episode 030 of Behind the Brand
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Episode chapters
- 00:00 Introduction to Joe Berg and White Wolf Custom Apparel
- 00:40 Welcome to Behind the Brand
- 01:04 Joe Berg’s Journey and Family Business
- 02:12 The Origin Story of White Wolf
- 06:22 Challenges and Benefits of a Family Business
- 08:33 Embracing Fun as a Business Strategy
- 10:32 The Impact of Social Media and Content Creation
- 13:19 Innovative Approaches and Future Plans
- 14:19 Standing Out in a Competitive Market
- 15:11 Supporting Small Businesses
- 15:40 Fun Fridays and Quick Turnarounds
- 16:15 Engaging with the Community
- 18:44 The Importance of Branding
- 20:35 Community Involvement and Stewardship
- 23:18 Advice for Aspiring Entrepreneurs
- 26:35 Where to Find Us
Family-run, values-driven, and never boring—that’s White Wolf Custom Apparel & Design in a nutshell. In this week’s Behind the Brand episode, we sat down with owner Joe Berg (a.k.a. “Joe Boss”) to talk about how a small-but-mighty shop in Little Falls built a human, memorable brand—one T-shirt, rally towel, and Fun Friday at a time.
If you’re a small business owner who wants your brand to actually feel like you (and still move product), this one’s packed with practical takeaways.
A family business with personality—on purpose
White Wolf is truly a family affair. Joe runs the business with his wife Nancy, son Cooper, and daughter Maddie (with one more kiddo cheering from the sidelines… for now). That family dynamic shows up everywhere—from the playful tone on social to how they show up for clients. It’s not a gimmick; it’s the brand.
The origin story says it all: Cooper needed mosquito spraying for his grad party. When no one was available, he bought the equipment and did it. Then he needed a branded shirt for the business—again, no easy way to get one-off apparel—so the family bought equipment and made it themselves. That “we’ll figure it out” spirit became White Wolf.
What is The Den at White Wolf Custom Apparel?
When the world shifted in 2019, White Wolf did, too—moving out of a hobby-at-home setup into a fully realized space they call “The Den.” It’s a statement: this isn’t a backroom print shop; it’s a destination. The space reflects the brand—intentional, bold, and built for growth.
But Joe’s definition of growth isn’t just “bigger.” It’s adding capabilities, tightening turnaround times, and leveling up customer experience. Whether it’s a single custom hat for a special event or thousands of lighted rally towels for a big moment, White Wolf built an operation that can pivot fast and deliver.
Why does White Wolf Custom Apparel do Fun Fridays?
If you’ve seen White Wolf on social, you’ve seen “Fun Fridays.” They’re hilarious, sure. But they’re also strategy. Each department uses Fun Fridays to push into new techniques, products, and formats so the team can offer fresh options when customers want something that stands out. In other words: content that entertains their audience and a weekly innovation sprint that sharpens their edge.
The proof? People ask for Joe in the content. Analytics dip when he’s gone. Even Joe’s farm buddies are watching—and commenting. That kind of engagement doesn’t happen without a brand people genuinely like.
How does White Wolf serve small businesses?
White Wolf made a deliberate bet: serve small businesses exceptionally well. That means:
- Fast, reliable turnarounds (like ordering team tees Tuesday and picking them up Friday).
- Sensible minimums for real-world budgets (yes, they’ll do one-offs).
- Clear, responsive communication (email Tori or Maddie and it gets done).
- Back-pocket preparedness (they literally keep Moxie transfers on hand “just in case”).
Operationally, they treat “we forgot one shirt” as a solvable problem—not a surcharge opportunity. No nickel-and-diming, no “expedite fee” traps. If they can do it, they do it. That mindset is why they’re our go-to vendor and why we recommend them to clients.
Why is branded merch marketing and not just swag?
Hats, hoodies, rally towels, business cards—these aren’t trinkets; they’re touchpoints. Every piece someone wears or hands off is a chance to get your brand noticed, remembered, and talked about. White Wolf gets that. They focus on quality and finish so a business card doesn’t crumple in a back pocket—and your hat doesn’t become a “yardwork only” hat after two washes.
If your marketing plan stops at social posts and email, you’re leaving awareness on the table. Smart branded goods extend your presence into the real world.
Community as stewardship, not just networking
Joe doesn’t frame community as a channel for leads. He sees it as stewardship: volunteering, supporting nonprofits, showing up for local chambers, and saying “yes” where it matters. That posture builds real relationships and a brand people want to champion. It also creates the luck every founder is chasing—because, as Joe says, luck is what happens when preparation meets opportunity.
What advice does Joe Berg give business founders?
Joe’s advice for anyone starting or growing a business—especially a family-run one:
- Don’t start a business to “work less.” There’s no 8–5. Flexibility is real, but so is the responsibility that follows you into the evening.
- Effort beats the “perfect plan.” Most problems have five or six possible solutions. A “B-minus” plan with A-plus effort wins every time. The reverse? Recipe for disappointment.
- Be ready to pivot. Markets shift, tastes change, and yes—customers want new things every year. Build a culture that experiments, learns, and adapts fast.
What makes White Wolf different (and worth it)
- Human brand voice: People come back because they like the people—then they stay because the work’s good.
- Flexible production: From one-offs to thousands, the operation scales up or down without drama.
- Speed without sloppiness: Fast turnarounds and consistent quality—no tradeoff required.
- Proactive service: They anticipate needs (literally keeping client assets on hand) and eliminate friction.
- End-to-end creativity: Apparel, promo, print—the team keeps exploring so your brand can keep standing out.
Bring your brand to life (without losing the heart)
If you’re a small business owner, take a page from White Wolf:
- Let people see the people. Your team’s personality is your differentiator. Show it.
- Treat “fun” like a lever. Use content and experiments to discover new offerings and keep your audience leaning in.
- Make merch strategic. Align items with campaigns, events, and community moments—not just “because.”
Serve first. When you show up for your community, your community shows up for you.
Tune In and Get Inspired
Want a brand that feels human and drives results? That’s our lane. Moxie Creative helps small businesses build bold brands, smart content, and real community presence—online and off. If you need a partner to shape the strategy (and a shop like White Wolf to bring it to life), we’ll quarterback the whole thing.
Ready to stand out? Let’s talk.
Frequently Asked Questions
How did White Wolf Custom Apparel get started?
Joe Berg explains that White Wolf began when his son Cooper needed mosquito spraying for his grad party, bought the equipment, and started doing it himself. When Cooper needed a branded shirt for that business, the family bought equipment and made it themselves. That “we’ll figure it out” spirit became White Wolf.
Who runs White Wolf Custom Apparel & Design?
White Wolf Custom Apparel & Design is a family business in Little Falls. Owner Joe Berg runs it with his wife Nancy, son Cooper, and daughter Maddie. That family dynamic shows up in the playful tone of their social media and in how they show up for clients.
Does White Wolf Custom Apparel do small orders?
Yes. Joe Berg says White Wolf made a deliberate bet on serving small businesses well, which includes sensible minimums and one-off orders. The shop can scale from a single custom hat to thousands of lighted rally towels, with fast turnarounds and no expedite fee traps.
What does Joe Berg say about starting a business?
Joe Berg says not to start a business to work less, because there is no 8 to 5 and responsibility follows you into the evening. He believes a B-minus plan with A-plus effort wins every time. He also encourages founders to be ready to pivot as markets and customer tastes change.
