When Bayard Winthrop, the CEO of American Giant, placed an order for a batch of shirts to be advertised for the Fourth of July, he didn't pay much attention to it. American Giant, a retailer known for exclusively producing its apparel in U.S. factories for over a decade, has always emphasized its "Made in America" stance during Independence Day promotions.
This year's batch of crew neck T-shirts, available in red, white, or blue, were simple yet impactful, with the phrase "American Made" printed prominently. Priced at $60 each, they sold out within a day. Winthrop promptly placed another order, which also sold out quickly. Now, the company is hustling to secure a fourth batch.
For American Giant, this Fourth of July is proving to be its most profitable yet.
Since its establishment in 2012, the company has leveraged its "Made in America" status as a key selling point. However, Winthrop acknowledges that the timing is significant, as discussions surrounding the global supply chain, reshoring, trade deal loopholes, and sustainability in the fashion industry have moved beyond corporate boardrooms and policy circles in Washington.
According to a recent Morning Consult survey, 65% of U.S. adults have consciously purchased "Made in America" products within the past year, maintaining a similar rate as the previous year.
Mr. Winthrop, CEO of American Giant, shared that their customer service representatives have been receiving "emotional" emails from shoppers expressing their appreciation for a retailer that truly follows through on manufacturing items in the United States. These customers find it "refreshing" to witness a company that "walks the walk."
He further expressed his belief that there is currently an awakening taking place, with consumers gaining a deeper understanding of the underlying issues in this conversation.
In preparation for Independence Day, retailers stock their shelves and online platforms with T-shirts and swimsuits adorned with American flag prints or slogans like "Party in the U.S.A." According to the National Retail Federation, a trade association, one-third of Americans plan to purchase patriotic merchandise for the Fourth of July this year.