Interview with Emma Esrock from Amercian Gaint about the growing trend of manufacturing revival
Innovation word is repeated too often but understood too little. What is your definition of having an innovative approach in clothing industry today?
Innovation comes from fixing a broken paradigm. Traditional retailers have built their business models on enormously complex and expensive distribution chains and massive marketing programs. We have a different approach. Instead of investing in distribution and marketing, we put that cost back into making quality product, then sell directly to our customers online and they spread the word for us. We’ve compressed the supply chain, rethought crucial design decisions and are able to manufacture great product in the U.S. without asking customers to pay a premium for it.
You employees embody your company values, how you achieved this level of involvement?
We’re a small group and our tagline is ‘There’s a Giant Inside of You”. Everyone at American Giant embodies this and we hire for people that believe it and embrace it. We all believe in the product and the mission and share a passion about changing the apparel industry.
What is the consumer feedback of your products and do have plans for expansion in Europe?
We consistently receive a lot of positive feedback on the product, which we pay close attention to so that we keep a pulse on how it’s resonating with customers. Journalist Farhad Manjoo called our flagship classic full zip sweatshirt the greatest hoodie ever made in a story for Slate, and we sold out almost immediately. When American Giant was still just an idea, it felt like there hadn’t been a quality sweatshirt on the market for a long time, and we believed consumers were really looking for that. We discovered pretty quickly that was indeed true.
Right now, we are focused on continuing to make great product here in the U.S. We currently ship to Europe. and can’t wait to further develop our presence there.
Do you think you are the vanguard of a deeper change in how we use products and generally in life values?
There is a massive shift happening in retail right now that we call the “post-Amazon” world. Buyers are newly empowered and more intentional with their dollars. Consumers can find almost anything online, so they care less and less about a brick-and-mortar experience. Eliminating those retail costs allows for more money to be directed toward product and values that matter to consumers.
Consumers are looking for strong brand values that resonate with them. We now have infinite choice in terms of where we buy and ease of access anytime, anywhere. Brands today have to put a stake in the ground around their values to have and keep loyal customers. American Giant fits into this broader conversation by offering a compelling value proposition to consumers: high-quality product that is made in America and exceptional customer service.
Your approach brings street-wear closer to the high fashion (high standards, attention to detail and artisan-like manufacturing), has this been noticed and appreciated by the runways yet?
We’re seeing a clear movement toward everyday athletic wear, or “athleisure,” that’s also found in high fashion. While we identify more as a manufacturer than a fashion brand, our design team has leaned into these trends where it makes sense within our overall line and production capabilities. We’re focused on making timeless product that withstands the ebb and flow of trends.
