The Launch

American Giant

Crew neck, $59

Here's what you need to know about American Giant, a new menswear label launching today. It's a forward-thinking brand with one foot firmly planted in the good old days of American manufacturing. With a "they don't make 'em like that anymore" attitude, founder Bayard Winthrop—an industry vet with 25 years of experience—is starting things off with some throwback style sweatshirts. They're the first in what will become a full line of thoughtfully designed men's staples, rolling out in phases every six weeks or so.

The sweats are made just south of the American Giant headquarters in San Francisco, from a heavyweight 14.8 oz. cotton fleece. "Growing up, my father had an old US Navy sweatshirt that fit perfectly and just got better with age" says Winthrop. "We spent an absurd amount of time, perfecting these to have those same qualities."

Cardigan, $89

The result was a soft, washed feel, sporty raglan sleeves and expandable side ribbing that offers an ease of movement without the bulk. "So much sportswear today is just sloppy and these have a real silhouette—in the chest and the shoulders—you look like you've been to the gym."

They come in seven colors, but for the crew neck you can't go wrong with the burnt orange. Another favorite is the cardigan, which is a more relaxed take on a varsity baseball jacket, complete with antique brass snap buttons. The best part? The prices range from just $59 to $89. "Our goal is to make great clothes at reasonable prices right here in America," says Winthrop. "That's it."

Layer a burnt orange crew neck under a jean jacket, navy blazer or army green field jacket. For slimmer fit, size down one size.

Published on

February 1, 2012

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