Founder Focus | Wylie Robinson, Rumpl
We’re continuing to highlight some of the most influential minds in modern business with our Founder Focus series. Our goal is to share the incredible stories from the minds and perspectives of founders who are changing their industries. We hope this series continues to inspire people to innovate in their own world.
Today, we’re talking to Rumpl Founder Wylie Robinson, a client of Scott Davidson here at White Summers, about how he turned a freak incident in the outdoors into inspiration for a truly unique and versatile blanket brand.
SAMANTHA:
Tell me a little bit about Rumpl, how it started, and what gave you the idea for the company.
WYLIE:
The idea for Rumpl began in 2012. My co-founder and I were on a ski trip near Mammoth, California, when our car froze overnight during a record-breaking cold snap. Stranded with no cell service and no way to reach town, we had to wait several hours for help. In the meantime, we climbed into our sleeping bags, which kept us warm and comfortable despite the freezing conditions.
As we sat there, we realized how much we preferred the materials in our sleeping bags to the comforters we used at home. That sparked the idea of creating a "sleeping bag blanket." When we returned to San Francisco, we sewed the first prototypes using materials from a local fabric store. Initially, the goal was just to improve our bedding, but when I started bringing the blanket to parks and friends expressed interest, we began to see its versatility and potential.
To test the idea, we launched a Kickstarter campaign and raised $250,000 in 30 days, selling 2,000 units. That early success showed us there was real demand and prompted us to turn it into a business. While reflecting on the success, we realized the blanket category had seen almost no innovation despite advancements in performance textiles used in outdoor gear and apparel. This gap inspired us to bring modern materials into the blanket category, which became the foundation for Rumpl.
Beyond the materials, we focus on creating an emotional connection with customers. Blankets are products people use to feel warm and cozy, but no brand has truly owned that experience. We aim to fill that gap by building a brand people can connect with through initiatives like B Corp certification, sustainability efforts, artist collaborations, and storytelling. That’s what sets Rumpl apart.
SAMANTHA:
Can you talk about how Rumpl is pushing sustainability and its relationship with customers?
WYLIE:
Our sustainability efforts focus on three main areas: recycled materials, giving back, and carbon neutrality. Since 2019, we’ve used almost entirely post-consumer recycled materials in all our products, replacing virgin materials. We’re also a 1% for the Planet member, donating 1% of all sales to environmental causes. Lastly, we’re a certified Climate Neutral company, offsetting our entire carbon footprint annually through verified carbon offsets.
Sustainability is important to us as a brand rooted in the outdoors, and it’s something our customers, especially younger ones, value deeply. Beyond recreation, there’s a growing awareness that protecting the environment is critical to our collective survival. While it’s true that running any business has an environmental impact, we believe businesses can and should operate as responsibly as possible. Rumpl aims to be part of the solution by prioritizing sustainable practices.
SAMANTHA:
How did you find a mentor?
WYLIE:
Mentorship has been critical for me. I didn’t have much entrepreneurial or management experience when I started Rumpl, so I leaned heavily on my network from day one. Early on, I connected with friends or friends of friends who had relevant experience or insights. Over time, as Rumpl grew, I gained access to more experienced mentors.
For example, one of my former creative directors introduced me to Bill Worthington, co-founder of Olukai, who gave me early advice on the outdoor industry. Later, I intentionally sought out mentors, like Scott Allan, the former GM of Hydro Flask, who now sits on our board. Mentorship has been a key part of my growth as a founder and CEO, and I’m always looking for opportunities to learn from others.
SAMANTHA:
What were you doing prior to starting Rumpl?
WYLIE:
I worked as a designer at Landor, a brand design agency. My background is in architecture, but I transitioned into brand and environment design, working on trade shows, retail environments, and other physical spaces. At Landor, I gained experience with brand strategy and design for large clients like BP and MillerCoors, which gave me valuable insights into how brands connect with consumers.
That experience helped me establish Rumpl’s identity early on. We’ve stayed true to our original branding and avoided the costly iterations many startups go through. Building a strong and consistent brand from the start has been one of my proudest contributions.
SAMANTHA:
What has been one of your biggest accomplishments professionally with Rumpl?
WYLIE:
One of my biggest accomplishments has been transitioning into a true CEO role. In the early days, I was responsible for everything—designing products, managing social media, and handling customer service. Over time, I’ve been able to focus on leadership, strategy, and developing our team. It’s a major milestone to step back from day-to-day tasks and focus on guiding the company’s long-term vision.
SAMANTHA:
What are you most excited about moving forward with Rumpl?
WYLIE:
I’m excited about the strategic framework we’ve implemented. We use a model called OGSM (Objectives, Goals, Strategies, Measures), which has helped us set ambitious three-year targets and break them into actionable steps. Seeing these goals come to life, whether through brand collaborations, artist partnerships, or sustainability initiatives, is incredibly rewarding. We have big plans, and I’m confident our team will execute them.
SAMANTHA:
How did you come up with the name for your company?
WYLIE:
The name Rumpl came about almost immediately. It’s an onomatopoeia—a word that sounds like what it represents. The product is casual and versatile; you don’t fold and iron a Rumpl. You crumple it up, throw it in a corner, and it’s ready to go. That casual, functional vibe is reflected in the name.
SAMANTHA:
What did it look like to reach out to your network for mentorship?
WYLIE:
In the early days, it was very organic. Friends and colleagues would introduce me to others who had relevant experience or connections. For example, my creative director at Landor connected me with Bill Worthington from Olukai for advice on the outdoor industry. Another early connection came from the surf community in San Francisco, where I met the founders of Sunski Sunglasses. We’d exchange ideas and share advice.
As Rumpl gained traction, I became more intentional about seeking out mentors. For instance, I reached out to Scott Allan, former GM of Hydro Flask, because of his expertise in building a strong consumer brand. He’s now on our board. These relationships have been instrumental in helping me navigate challenges and scale the business.
SAMANTHA:
You went on Shark Tank. Can you tell me about that experience and your intention going into it?
WYLIE:
Shark Tank reached out to us several times before we agreed to appear. Initially, I was hesitant because Rumpl didn’t have patented technology, and I didn’t want the brand to be perceived as gimmicky. However, their pitch eventually aligned with our goals. They wanted to feature more established brands to show Shark Tank as a springboard for long-term success, not just startups.
Our main goal was to secure support for expanding into sports licensing—a complex network involving leagues, teams, and partnerships. We saw the sharks as potential strategic partners who could help us navigate that space and provide additional resources for growth.
The experience itself was intense. From the moment the doors opened to the end of my pitch, it was a high-pressure environment. The sharks were all talking over each other, and managing the conversation was a challenge. The entire session lasted about an hour and a half, though it was edited down for TV. It was a great learning experience and an exciting moment for the brand.
SAMANTHA:
How did you prepare for the Shark Tank experience?
WYLIE:
The opening pitch is a fully scripted monologue, and I worked on it extensively with the producers to make it engaging and clear. We went through about 12 iterations before locking it in. I practiced endlessly, including during a 10-day COVID quarantine in a hotel leading up to the taping. That gave me plenty of time to rehearse.
Beyond the script, I prepared by learning how to manage the sharks’ questions and steer the conversation toward our strengths. The rest of the session is completely unscripted, so you have to be ready for anything.
SAMANTHA:
What is the culture of your company like?
WYLIE:
Rumpl has a young, passionate team. Everyone is deeply engaged in their work and committed to contributing to a high-growth, fast-paced environment. We focus less on happiness in a superficial sense and more on engagement—how connected and invested people feel in their roles.
Our culture values collaboration and fun, but the biggest motivator for our team is achieving results. While we enjoy lighthearted moments like team outings and Slack jokes, our real fulfillment comes from seeing the company succeed and knowing we’re building something impactful together.
SAMANTHA:
How do you make work fun for yourself and your employees?
WYLIE:
Fun for us is about fulfillment and engagement. While we enjoy traditional activities like team outings and happy hours, what truly drives our enjoyment is achieving great results. Success creates energy and excitement.
Personally, I strive to harmonize work and life rather than separate them. For example, I’m comfortable checking emails briefly during vacations because it reduces anxiety and helps me stay in the loop. For our team, the combination of shared successes and a positive, lighthearted environment makes work enjoyable.
SAMANTHA:
What do you consider your biggest lessons learned while building Rumpl?
WYLIE:
One of the biggest lessons has been the importance of hiring the right people and setting clear expectations. Early on, we overhired without a clear onboarding process, which led to inefficiencies and tough decisions, including layoffs. In contrast, when we’ve hired thoughtfully and aligned roles with clear objectives, the results have been far better.
I’ve learned that your team can make or break your business. Investing in their success—through onboarding, training, and clear communication—is critical to scaling effectively.
SAMANTHA:
What advice would you give to early-stage entrepreneurs?
WYLIE:
Be prepared for an immense amount of work, especially in the early days. Starting a business often means blurring the lines between work and life for years. To succeed, you need to maintain your physical and mental health to sustain that level of commitment.
As your business grows, shift your focus to delegating and trusting others. Scaling requires offloading responsibilities to capable team members while staying focused on the bigger picture. Both phases—hustling in the early days and scaling later—require different mindsets but are equally important.
SAMANTHA:
What inspires you day-to-day?
WYLIE:
I’m inspired by the idea of building a lasting business. One of Rumpl’s core values is to “look to the future responsibly,” which includes sustainability but also financial health. By building a profitable, self-sustaining business, we can maximize our impact on employees, customers, and charitable initiatives. The idea of creating something regenerative and enduring motivates me every day.
SAMANTHA:
How do you and Rumpl give back?
WYLIE:
We focus on two main initiatives: 1% for the Planet and Climate Neutral certification. Through 1% for the Planet, we donate 1% of all sales to environmental causes, often tied to specific artist collaborations or product lines. For example, our Indigenous art series supported the First Peoples Fund, and our ocean fade products contributed to Save the Waves.
As a Climate Neutral company, we also offset our annual carbon footprint. These efforts reflect our commitment to running a responsible business while supporting meaningful causes.
Original Post:
By
White Summers