PPB November 2017

categories—t-shirts and underwear being the largest— most consumers simply demand a lower price than the traditional U.S. manufacturing model can support.” However, American-made apparel manufacturing is still a viable option thanks to innovations by suppliers in the promotional products industry. “As one of the world’s largest manufacturers of apparel and socks, we have invested significantly in those areas where the U.S. market can deliver the greatest value,” Hoffman says. Gildan purchases nearly all its cotton in the United States, says Hoffman. “We purchase almost exclusively U.S. cotton, sustainably grown and ethically harvested, largely because it is the best quality and most consistent cotton fiber available. U.S. cotton is also one of the world’s most regulated cotton crops under strict EPA, USDA and OSHA standards. We have also built some of the world’s largest and most efficient yarn- spinning facilities in the U.S.” New Solutions To An Old Problem In early August, Gildan launched a new American Apparel website, which now offers dual pricing in two collections: Made In USA and Globally Made. “We felt it was important to continue to offer key selling styles within a made- in-the-USA collection,” Hoffman says. “So, shortly after the acquisition of the brand, we secured contract manufacturers in Southern California to produce the collection now sold on the e-commerce site and to the printwear industry.” Currently, the site features 10 styles that are offered in both a made-in-the-USA version and a globally made version. “Both product collections deliver the same fabrics, quality and assurances of being sweatshop-free and ethically made,” Hoffman says. “However, the cost differences within the two supply chains translate to a 15- to 25-percent premium for the made-in-the- USA collection. Ultimately, the challenge for brands is to get consumers to pay more for the domestically made products.” Cottle says consumers do value the made-in-the- USA story. “However, in most cases, that story is going to cost consumers a bit more money,” she says. “This increased cost reduces the volume of potential consumers. The question is, are apparel consumers willing and able to back up the perceived value of made-in- the-USA with their money?” It’s a question that American consumers— and promotional products buyers—will ultimately have to answer. In the meantime, American Apparel, along with other U.S.-based apparel suppliers in the promotional apparel industry, will keep innovating. Made I n The USA Eight Home-Grown American Classics Just when you’ve given up trying to find a made-in-the- USA dress shirt, AKWA’s men’s and women’s Oxford dress shirt saves the day. The dress shirt comes in an easy-care 60/40-percent cotton/polyester cut for men with a button-down collar, and with a spread collar for women. AKWA / PPAI 205981 / www.akwa.com Designed to flatter the female frame, American Apparel’s women’s fine jersey t-shirt is a sleek, form-fitting crewneck that pairs perfectly with jeans or pants. This jersey is made of combed ring-spun cotton for luxurious comfort and elegant, easy style. Made in the USA of U.S. and foreign components. American Apparel PPAI 223870 www.americanapparelwholesale.com/us | NOVEMBER 2017 | 19 INNOVATE