Wilderness Trail Bikes is a mtb component company, but they're old school, been around since the 80s - I think their first parts were hubs and wheels. They make some oem junk, but so does every made-in-taiwan/china rebrander (cane creek, avid, ritchey, bontrager, formula (whose hubs are really popular here, but they make almost exclusively oem junk)). I've never ridden the rims, but they're probably on the scale of a rhyno lite or similiar cheaper and slightly heavier but bombproof rim.