For American Giant, this is shaping up to be its most lucrative Fourth of July yet. 'American Made' t-shirts are having their best year yet:
An undated image provided by retailer American Giant of its ÒMade in AmericaÓ T-shirts, which sold out the first day they were available this year.
The company has been using its “Made in America” status to advertise to consumers since its founding in 2012. But, Winthrop said, it is now reaching customers at a time when chatter about the global supply chain, re-shoring, trade deal loopholes and sustainability in fashion has moved beyond boardrooms and policy circles.
“It really feels to me that there’s an awakening happening right now,” he said. “Consumers are intuitively understanding the backdrop to this conversation.” Old Navy, for example, has been selling flag T-shirts for the Fourth of July since the company started in 1994. Yet, all of the 25 flag tops and baby onesies the company currently has displayed on its website are listed as imported. Searches for “Americana” and “Fourth of July” on Walmart and Target bring up T-shirts and shorts that are listed as imported as well.
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