American Giant– Reinventing American Manufacturing

In May 2016, US-based apparel manufacturer, American Giant, Inc. (AG) launched a new t-shirt line for men and women called the ‘Premium T’, priced at US$ 34.50. The company stated that the t-shirt was made from a unique cotton blend – Supima cotton slub yarn – that was heavier than standard t-shirt fabric and took over a year to develop. AG claimed that the new yarn was less likely to become transparent or twist due to shrinkage after a wash. The company had tested different prototypes before finalizing the designs with the right drape and fit.

AG was established by Bayard Winthrop (Winthrop) who, over a 20-year career, had held leadership positions in manufacturing and consumer product companies. Winthrop realized that the apparel business in the US had serious issues, with the emphasis being more on marketing and distribution rather than ensuring product quality.