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American Giant

New American-made men's basics at an affordable price

by Josh Rubin in Style on 01 February 2012

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To rethink the process of American-made goods and reinforce the values of domestic production, former Chrome bags President Bayard Winthrop founded American Giant, a new line of high-quality menswear. Focused on the basics, the first line of affordable garments includes five variations on the sweatshirt made with an exclusively produced, 14.8oz cotton fleece.

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The garments' immediately apparent durable quality, coupled with the weight and construction of the heavy-duty cotton reminds us of Carhartt, but without the workwear aesthetic. All styles save for the crew neck feature double reinforced shoulders, elbows and forearms to extend the life of each piece, and the entire line is outfitted with exaggerated four-inch cuffs and waistband that offer comfort and security without a feeling of restriction.

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Inspired by classics, the overall feel of American Giant seems to fit somewhere between vintage collegiate apparel and contemporary everyday wear. The collection comprises a subdued "American palette" of red, heather gray, indigo blue, off-white, black, brown and burnt orange, and sells between $59-$89. American Giant is now available online with an expanded line including T-shirts and other essentials coming soon.

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