‘Made In the USA’ Holds Value
A new wave of US brands, including pure-play e-tailers, are using local-centric bricks-and-mortar locations to exploit the rising appetite for 'Made In' – a term used to signify local production.
The LA-based MiA Project is a grass-roots support organisation and e-commerce platform for designers and brands making products exclusively in America. On April 3 2015, the project opened its first physical store in Highland Park, LA, selling fashion and lifestyle goods from both well-established and up-and-coming labels. The store will also play host to events, including a ceramics exhibit with local artists A Question of Eagles and BKB Ceramics.
New York-based premium, made-to-order denim e-tailer Talley – whose unique selling point is that it allows customers to track their order from start to finish – opened a six-day pop-up shop in a former laundromat in the Silverlake area of LA. Just closed, this was the first physical outlet for the brand, conceived to give consumers a chance to view samples at close range before placing orders. As per Talley's usual process, customers received e-mails every few days from its LA-based production facility, informing them of where their jeans were within the production process.
US fashion brand Banana Republic has opened a 27,892 sq ft flagship on Fifth Avenue, New York – part of a wider brand overhaul by creative director Marissa Webb in a bid to shake an image most commonly associated with corporate workwear. As already reported in The Value of 'Made In', the store taps into the appreciation of domestic production via a space dedicated to products unique to the flagship, and all made in the US. New products include handpainted denim and sneakers from third-party brands, such as New York-based jewellery line Odette.