Bayard Winthrop, chief executive of retailer American Giant, didn’t think much of it when he ordered a batch of shirts the company would promote for Independence Day. The retailer, which has produced apparel exclusively in factories across the United States for more than a decade, always puts a strong emphasis on its “Made in America” slogan on Fourth of July.
This year’s crewneck tees come in red, white, and blue, with little embellishment other than getting to the point. It has the words “American Made” on it. Each costs $60. And it sold out on the first day. He then ordered another set, which also sold out quickly. The company is scrambling to win its fourth order.
This year is shaping up to be the most lucrative Independence Day yet for the American Giant.
The company has used its “Made in America” status to market to consumers since its founding in 2012, but now it’s time to talk about global supply chains, reshoring and trade. is reaching customers, Winthrop said. Deal loopholes and sustainability in fashion extend beyond corporate boardrooms and policy circles in Washington.
65% of U.S. adults say they have intentionally purchased a “Made in America” product in the past year, according to Morning Consult investigation It was released last month. This is about the same percentage of US adults who report having these symptoms. intention last year.
A customer service representative at American Giant says it’s been getting “emotional” emails from shoppers who say it’s “fresh” to see retailers “actually making” their products in the United States. Mr Winthrop said.
“I really feel that an awakening is happening now,” he said. “Consumers intuitively understand the context of this conversation.”
In the United States, ahead of Independence Day, stores are stocking shelves with T-shirts and swimwear with Stars and Stripes prints and slogans like “Party in the USA” on their websites. one-third of Americans plan According to the National Retail Federation, an industry group, they are buying patriotic fares for this year’s Fourth of July.
The reality is that much of the apparel is made overseas and imported. While some retailers have pushed to expand domestic production in recent years, Independence Day is particularly tense because the only products the companies are pushing are patriotic themes.
Some competitors that make apparel in the US intentionally point to the disconnect.
“If you’re leaning toward Americana to sell products that aren’t made in America, I think it’s disingenuous,” said Los Angeles-based fashion brand Senza Tempo founder and locally-made apparel advocate. says Kristen Fanalakis.
“I think one of the great ironies about the apparel industry is this strange disconnect between what the industry says and what it does,” said Winthrop.
For example, Old Navy has been selling flag tees for Independence Day since 1994. Still, all 25 of his flag tops and baby dresses the company currently sells are for sale. Is displayed The website lists it as an imported product. A search for “Americana” and “Independence Day” at Walmart and Target shows T-shirts and shorts that are also listed as imported. (Some apparel is listed as both U.S. Made and Imported.)
Since the 1990s, production of clothing sold by major US retailers has largely moved overseas, particularly to China, leading to increased tensions between the US and China for these companies.
The pandemic has also strained global supply chains and disrupted the reliability of imports. In some cases, retailers are moving production closer to the US or sourcing a wider share of the goods they sell domestically.
Last month, lawmakers in Washington passed a series of bills calling for the closure of shipping routes that would allow companies like fast-fashion retailers Shane and Tem, both founded in China, to benefit from trade rules. submitted. Stop paying fees at US Customs and Border Protection. Lawmakers argue that this would level the playing field for U.S.-based retailers.
Independence Day is one of Winthrop’s favorite holidays, but he’s been so busy this year’s shopping season that he almost forgot to buy himself an American Made t-shirt from the company.
“I think I found it in the retailer that sent it to me, but I’m not sure,” Winthrop said. “That’s too bad.”
