Intro

This week, 13-year-old direct-to-consumer brand American Giant announced a partnership with Walmart centered on bringing high-quality, American-made apparel to 1,700 Walmart stores nationwide. Starting on July 4, Walmart shoppers will be able to purchase 100% cotton tees completely sourced and made in the U.S. for $12.98. 

According to Bayard Winthrop, founder and CEO of American Giant, which has always relied on American production, the capabilities proven by the brand’s Walmart partnership have big implications for the fashion industry. At the same time, they beg questions about why brands, retailers and policymakers have not yet rallied to rebuild domestic supply chains.