American Giant

A 10-year odyssey to build the next great American clothing company.

Consumer

Brand strategy, Content development, Thought leadership platform, Media relations, Campaign ideation, Product sampling and placement

In 2011, American Giant approached us to help launch and build the next great American clothing brand. As an unknown company in a noisy e-commerce market, with only one men's sweatshirt available for sale online, American Giant needed a powerful story, massive awareness and a compelling reason for consumers to believe in the company’s mission.

Early on, we established American Giant as makers of “The Greatest Hoodie Ever Made,” a slogan that soon became synonymous with their brand. This anthem sent the company on an explosive trajectory and became the guiding message for all of American Giant’s new product categories.

We rooted our media relations storytelling around the company's obsession to craft the “greatest ever” in each new product—be it leggings, outerwear or dresses. In tandem, we anchored the brand in a strong point of view about the broken retail world and the future of apparel and consumer brands, with CEO and Founder Bayard Winthrop leading the way.

I F**king Love That Company

A core tenet of the American Giant story has always been a strong vision of what great apparel manufacturing - and great brands - should strive to be. Extraordinary quality and detail obsession, a deep connection with consumers, and a strong value system that shows up in all aspects of the brand. This message became so ubiquitous to the brand that one day we asked ourselves, "what if we just wrote a book?" And that we did. This furthered CEO Bayard Winthrop's credibility and resonance in the space, firmly established the brand as a beacon of truth, and catapulted the American Giant story into several months of corresponding content and press opportunities.