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More than half of consumers (56%) say it is very/somewhat important that the clothing they buy is made in America, according to the Cotton Incorporated Lifestyle Monitor TM Survey.
Despite this interest in American-made apparel, just 4% of apparel available at U.S. stores is made in the country, according to the Cotton Incorporated Retail Monitor TM Survey.
Three Dots has been making men's and women's product at its Los Angeles factory for 15 years. "We are very proud to offer 'Made in America' products, especially in an industry where it is not the norm," says Liz Garcia, spokesperson. "We recognize the importance and the need, and we are proud to support so many Families and help spur the nation's economy."
Roger Charles New York's shirt collection has been handcrafted in Newark, NJ, since its start in 2006. Designer Kevin Stewart felt strongly that the product, which is rooted in Americana, be produced in the United States.
"I first and foremost wanted to keep Americans working," Stewart says. "I wanted to be part of a solution to our economic situation, rather than add to the problem of sending work abroad. As a journalist and fashion director, I supported American design and manufacturing For 20 years. With my own company, it had to be this way too."
Luminaa New York's collection of women's wear is made in Manhattan's Garment District. Designer Dorothy Williams says she enjoys making her line in the district's unique community.
"It really feels like a world of its own, from the fabric and trim stores, to the patternmakers and sample hands," Williams says. "Designers like me can help revive this sector and help bring the economy back to life."
Designers and manufacturers may have varied reasons for keeping their business in the U.S., but for consumers, it is simple. Among those who say it is important that the clothes they buy are "Made in the USA," 87% say it is because they prefer to support the U.S. economy, 38% of consumers say it is because apparel made here is better quality, and 24% say it is because buying apparel made in the U.S. is more environmentally friendly, according to Monitor data.
Williams agrees with the environmental-friendliness factor. "By manufacturing in the U.S. in a reasonable way, we can reduce our carbon footprint and use our resources more efficiently," Williams says.
Blair, of IAG, says the benefits of manufacturing in America are many.
"We have lower transportation costs and fuel usage, so it's greener. There's quick turnaround because there is no transportation - or much less - because everything is right here. And we're supporting American craftsmanship and more jobs."
When co-owner Sharon Lebon started Three Dots, she liked the idea of closely monitoring every aspect of the new company. Today, most fabrics are from domestic mills and all of their garments are made in Los Angeles.
"However, we do not just sell to the Los Angeles markets; that is where we break the 'locavore' mentality," Garcia says. "We have a large domestic account base, as well as a large international business that finds buying U.S. garments appealing."
Stewart entered e-commerce with his website at the end of July. His first sale was shipped to Milan, Italy.
"I also felt that the world outside of the United States wanted a product made in the USA," Stewart says. "I believed this would be the case in the new world of global opportunity online."
Manufacturers concede that the toughest part of being "Made in the U.S.A." is the cost.
"Wages are higher here. But at the end of the day it's worth it when the results are good," Williams says. Garcia agrees. "We have to be careful about how garments are designed so that we can price them to be competitive in the market with all the other garments made overseas."
Blair sees job growth as the most rewarding aspect. "Oxxford supports 180 jobs in Chicago, IAG supports 3,000 jobs in America, so what more do I have to say? We are hiring sewers, technicians, salespeople and we continue to grow. What better statement is there in these times?"
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Love it? Check the label.
By Alex Williams, New York Times
UNTIL recently, Bill Allayaud, who works as a director
for the Sierra Club in Sacramento, thought people who checked labels
on clothing or toys to make sure they were “Made in the U.S.A.” were everything
he was not: flag-waving, protectionist, even a little xenophobic.
But lately, he said, he is becoming one of them.
“Everything I buy now, I look at the label,” said
Mr. Allayaud, 56, who explained that the “buy American” movement — long
popular among blue-collar union workers and lunch-pail conservatives — no longer
seemed so jingoistic, and was actually starting to come into vogue for
liberals like himself who never before had a philosophical problem with
Japanese cars or French wine.
He said the reasons for his change of heart are many: a desire to buy as
many “locally made” products as possible to reduce carbon emissions
from transporting them; a worry about toxic goods made in the third
world; and a concern that the rising tide of imports will damage the
economy and hurt everybody.
“Every time you see ‘Made in China,’ ” he said, “you
think, ‘wait a minute, something’s not right here.’ ”
“Made in the U.S.A.” used to be a label flaunted
primarily by consumers in the Rust Belt and rural regions. Increasingly, it is a status symbol
for cosmopolitan bobos, and it is being exploited by the marketers who
cater to them.
For many the label represents a heightened concern for workplace
and environmental issues, consumer safety and premium quality. “It
involves people wanting to have guilt-free affluence,” Alex Steffen, who
is the executive editor of www.worldchanging.com, a Web site devoted
to sustainability issues, said in an e-mail message. “So you
have not only the local food craze but things like American apparel, or Canadian
diamonds instead of African ‘blood diamonds,’ or local-crafted
toys.”
With so many mass-market goods made off-shore,
American-made products, which are often more expensive, have come to connote
luxury. New Balance produces less expensive running shoes abroad, but it still
makes the top-of-the-line 992 model — which the company says requires 80
manufacturing steps and costs $135 — in Maine. A favorite in college towns
from Cambridge, Mass. to Berkeley, Calif., each model 992 features a large,
reflective “USA” logo on the heel, and an American flag on the box.
American Apparel, which carries the label “Made in Downtown LA”
in every T-shirt and minidress, famously brought sex appeal to clothing basics that
are promoted as “sweatshop free.” In the process it won the allegiance of young taste-makers.
Many of the American designers now showing collections at New York
Fashion Week, which runs through Sept. 12, will have their goods stitched in foreign
factories, a reflection of the battering of American garment manufacturing. From 2001
to 2006, clothing production in the United States declined by 56 percent, the American
Apparel & Footwear Association said.
American high-fashion designers who do make clothes domestically tend
to be too small, or in the case of Oscar de la Renta and Nicole Miller, willing to pay
a premium in labor costs in order to maintain strict quality control.
But these brands have yet to exploit the cachet of “Made in the
U.S.A.” in their marketing, in the way that some non-runway labels have seized
upon. The designer Steven Alan, for one, while avoiding the Bryant Park tents, makes
his distinctive rumpled dress shirts, which sell for $168, in factories in the United
States, many in New York City. His “Made in the U.S.A.” labels include an
embroidered American flag, which he said helps send a subtle message to his target
consumer — downtown, hip, discerning — that his clothes are not just
another mass-market knockoff from Asia.
Even though it is not always justified, “there is a perception
that because it is made overseas,” he said, clothing is produced to the “lowest
common denominator — there is not the attention to detail.”
Any move by the affluent left to conspicuously “Buy American”
seems like an inversion of the internationalist sensibility that it always wore as
a badge of distinction, said Robert H. Frank, an economics professor at the Johnson
School of Management at Cornell. These people tended to be ardent free-traders as recently
as the Clinton years.
“They always think of themselves as more sophisticated,”
Professor Frank said. “The farther away something comes from, the presumption,
the better it is.”
The evolving image of many American-made products as small-batch,
high-craftsmanship products is true in other connoisseur-friendly industries as well.
Fender, the guitar maker, builds entry-level electric guitars in Mexico, but it still
makes higher-end Stratocasters and Telecasters — including its hand-made Custom
Shop models, which sell for several thousand dollars — in California.
In bicycles, too, Schwinn and Huffy have decamped to Asia, leaving
high-end specialty companies like Trek and Cannondale alone making bikes in this country,
where there is “a greater sense of craft and small scale,” said Matthew Mannelly,
the chief executive officer of Cannondale.
The company recently started producing its “entry level” bikes,
priced $500 to $1,000, in Asia, but says it still makes the bulk of its product line
— and its best bikes — in Bedford, Pa.
The new prestige of “Made in America” was not lost on Elizabeth
Preston, a cycling advocate in Washington. While Ms. Preston, 33 , said that politically she
is as “as far left as you can go,” she nonetheless felt drawn to the Handbuilt
in the U.S.A. sticker on the $1,250 Trek road bike she bought for her boyfriend a few weeks
ago. Since then, she has been showing off the sticker to friends.
“There’s something about the idea of the workmanship and supporting
the United States’s economy,” she said. Stephanie Sanzone, a graduate student in
environmental policy at George Mason University, says she has seen ample evidence that a “buy
American” attitude is expanding.
Ms. Sanzone, 47, who lives in Alexandria, Va., started the Web site
www.stillmadeinusa.com three years ago to list and promote American-made products, for environmental
and economic reasons, she said.
Unlike many “Buy American” Web sites, which feature images of
weeping bald eagles or quotations from Pat Buchanan, Ms. Sanzone, a Democrat, keeps her site
nonpartisan. In the last month, she said, traffic has jumped fourfold, with new visitors
including vegans, green shoppers, “Free Tibet” activists and visitors from the
Web site democraticunderground.com. Many said the recall of Chinese-made toys inspired them
to act, but many also told her that they were starting to expand their focus beyond toys.
“I’m getting all these impassioned e-mails saying, ‘I’m never going to
buy anything made in China again,’ and it really is from a different crowd,” she said.
The recent recalls of Mattel toys, made in China with lead-based paint,
prompted many parents to seek American-made toys. Joan Blades of Berkeley, Calif., president
of MomsRising.org, a mothers’ rights advocacy group with 100,000 members, predicts many
parents are going to be checking labels and favoring American-made products, even if they are
as simple as wooden blocks, as the holiday season approaches. “I think more and more
mothers are going to be particularly distrustful of goods made in China,” she said.
Indeed, some domestic companies, such as Stack & Stick, which produces building blocks,
or Little Capers, which makes superhero costumes, are working American flags and
“Made in the USA” messages into their advertising, as well as marketing themselves
as a safe alternative.
Skeptics say there are limits to how far the National Public Radio demographic
will go as it flirts with a cause long associated with the Rush Limbaugh crowd. It is hard to
imagine, say, that people who tote reusable cotton bags to Whole Foods will ditch their beloved Saabs
for an American-made Chevrolet Cobalt.
“People like that don’t even know where the Chevy store is,” said
Ernie Boch, president of Boch Automotive in Norwood, Mass., who operates Honda, Subaru and Toyota
dealerships in the Northeast. “It’s kind of like people who stay at the Four Seasons.
They’ve heard of Motel 6, but they don’t stay there. It’s not part of their
vernacular.”
Nonetheless, the new interest from yuppies in seeking out domestically made products
is evident to traditionalists like John Ratzenberger, best known as the actor who played Cliff in “Cheers,”
who grew up in the factory town of Bridgeport, Conn., and is now the host of “John Ratzenberger’s
Made in America,” a Travel Channel show that celebrates craftsmanship at factories.
“When we started doing this show, we were accused of being xenophobic, flag-wavers,”
said Mr. Ratzenberger, whose show began five years ago. “The more we did our show, the more people are looking
around in their own towns, realizing once these companies close, it’s going to affect the fabric of their
communities. Things they took for granted, like sponsors for Little League for example, aren’t there.”
“This,” he said, “goes right across the political spectrum.”
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