GiantMouse Knives cuts out a niche in Old Town

For 10 years, Jim Wirth has run his luxury knife brand, GiantMouse Knives, without a showroom.

The Michigan native was living in California when he started the company with Danish knife designers Jens Ansø and Jesper Voxnaes in 2015. Initially meant as a side project between friends, the brand has evolved into an international operation with a dedicated online fan base that combines outdoorsy types and connoisseurs of high-end craftsmanship.

In 2020, Wirth moved his family back to Michigan when one of his sons decided to attend Michigan State University, his own alma mater. In the years after, he operated the company out of a warehouse at the Lansing airport.

Then, in January, he bought a storefront on Washington Avenue in Old Town, securing a more comfortable office space for the staff and the brand’s first-ever showroom. The brick and mortar opened Aug. 23 and is open by appointment for customers to explore the curated shelves of knives.

The knives primarily cater to outdoorsmen, although the brand also has a kitchen knife line that’s currently out of stock. Wirth said he’s not the most adventurous type, but the knives still come in handy.

“Many of our knives are great for everyday carry,” he said. “I’m not an avid fisherman, hunter or camper, but I carry a knife because there’s always something I have to cut open.”

While a GiantMouse knife will cut a package open much easier than the keys on a keyring, it’ll also cost $200 or more — for the lower tier. Wirth said many customers appreciate the knives for their craftsmanship as much as or more than their utility.

He said GiantMouse customers have a lot of overlap with artisanal watch fans. He even struck up a conversation with Ansø and Voxnaes, whom he had originally met just to buy a knife from, because they were wearing the same watch brand as him.

“Many of the collectors that we sell to aren’t really avid outdoor lifestyle people. They are just people who love fine things — fine craftsmanship, quality and construction — and brands that tell a story.”

GiantMouse’s storytelling comes through in the little things — multiple versions of the same knives with subtle differences in the logos, for instance, or knives designed for specific collaborations. The knives are sold in two lines: the GM line, a series of limited-edition releases, and the ACE line, which is primarily sold in the showroom. Most of the knives in the ACE line are named after dive bars, including The Riv, which pays homage to the East Lansing watering hole.

Wirth said he loves Old Town, particularly the “vintage, antique vibe” of the repurposed district. He also said the foot traffic is a huge bonus, especially because he is “toying” with the idea of opening up the showroom for retail or even expanding to a larger space, which would allow him to showcase more brands. Whatever his next steps may be, his focus will remain on quality craftsmanship.

“We have this bigger dream. We see there’s a big opportunity with no small outdoor retailer in Lansing or East Lansing,” he said. “We have very good friends at a number of other companies that we think would be a really good fit to bring into a bigger retail space that would offer not only GiantMouse’s knives, but a sort of curated collection of products from other brands we really like.”