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The incoming Trump administration has made economic protectionism and a championing of American manufacturing central points of the presidential campaign and its upcoming policy.
Bayard Winthrop, CEO of the entirely American-made apparel brand American Giant, thinks that’s a good thing. For years, Winthrop has been at the forefront of American textile manufacturing, both by making his brand’s products in the U.S. and evangelizing the strategy in media and podcasts. In the middle of last year, American Giant announced a partnership with Walmart to sell American-made T-shirts at a low cost. Now, that partnership is expanding, with hoodies and sweatshirts set to be added to the catalog this week.
Winthrop said the initial partnership with Walmart exceeded sales expectations for both parties, leading to the sweatshirt launch and more product releases planned for the future. The brand’s Walmart products are a tier below its direct-to-consumer offerings in quality, but that was an intentional trade-off to get the price down to around $13 to compete with ultra-cheap products regularly imported from China, Winthrop said.
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English (US) ·