Bayard Winthrop, founder of American Giant, shares his journey of creating a clothing brand focused on American-made apparel. He discusses the initial hurdles of sourcing materials and finding skilled workers in a shifting textile industry. Bayard reveals how a viral article praised his hoodie as 'the greatest ever made,' leading to overwhelming demand. He emphasizes the socio-political backdrop of American production, the balance of hard work and luck in success, and the significance of supporting local craftsmanship in today’s market.
American Giant prioritized producing high-quality American-made apparel to revitalize domestic manufacturing.
Sourcing specific fabrics and collaborating with experts were crucial for achieving desired product quality.
Initial inventory shortages post-viral article led to pre-order strategy, showcasing strong customer trust and brand commitment.
Deep dives
Creation of American Giant Brand
The founder of American Giant decided to create a brand focused on producing American-made high-quality apparel. The concept aimed to revitalize American manufacturing, starting with iconic clothing pieces like sweatshirts that were durable and reflected American style. The founder valued the entire supply chain being American-made, from fabric to labor, despite higher production costs.
Challenges in American-Made Production
Producing in the U.S. presented challenges like sourcing fabric that met specific requirements, such as a unique feel and texture. Connecting with experts and facilities like Carolina Cotton Works became crucial for processes like napping the fabric to achieve the desired finish. These efforts reflected a commitment to quality and local manufacturing principles.
Launch and Positive Media Coverage
Upon launching, American Giant faced initial struggles with inventory shortages due to overwhelming demand after a viral article by Farhad Manjoo titled 'This is the greatest hoodie ever made.' The brand quickly sold out of existing stock, leading to pre-orders for future production runs. The positive media coverage and customer response validated the brand's focus on quality and American-made products.
Response to High Demand
To address high demand post-article, American Giant utilized a pre-order strategy to manage inventory shortages. Customers pre-ordered sweatshirts, even for future delivery, illustrating their trust in the brand's commitment to quality. Despite inventory challenges and delays, the demand surge reflected a strong customer belief in American Giant's products and the brand's dedication to American manufacturing.
Challenges with Forecasting Demand and Manufacturing Process of Cotton into Apparel
Forecasting demand for products six months ahead is challenging, leading to chronic underestimation of demand and conservative production approaches. This resulted in constant sellouts and prolonged delivery delays, impacting customer satisfaction. The intricate manufacturing process of converting raw cotton into finished yarn, fabric, and ultimately a sweatshirt involves multiple steps ranging from cotton production in states like California and Texas to yarn spinning and fabric finishing in facilities across North and South Carolina.
Importance of Domestic Manufacturing, Sustainability, and Impact of Volume and Commitment on Pricing
The significance of domestic manufacturing in the US, emphasizing human rights, environmental benefits, and worker safety standards, is highlighted. By focusing on volume and long-term commitment, pricing competitiveness can be achieved domestically despite the inherently higher labor costs compared to overseas manufacturing. The collaborative effort involving policymakers, retailers, brands, and consumers is crucial in reshaping the apparel industry towards sustainable practices and supporting domestic manufacturing.
Bayard Winthrop founded American Giant in 2011 with the simple idea to sell clothes made entirely in America at a time when most apparel manufacturing had moved overseas. The first struggle was finding all the components—the cotton, the buttons, the zippers, the rivets; the next was finding people to actually do the work—the dying, the napping, the sewing and the finishing. Once Bayard did all that he ended up with his first product, a plain hooded sweatshirt. But soon after a viral article proclaimed it “the greatest hoodie ever made” Bayard faced a backlog of orders that took him almost three years to fulfill. Today, American Giant has expanded their line to include all the basics: t-shirts, denim, flannel, and accessories, still entirely produced in the U.S.
This episode was produced by J.C. Howard, with music by Ramtin Arablouei
Edited by Casey Herman, with research help from Katherine Sypher.
