SOURCE: American Giant

American Giant

November 13, 2012 09:00 ET

American Giant Unveils Don't Get Comfortable Campaign and Content Platform

Menswear E-Commerce Brand Introduces Best Quality American-Made Sweatpants

SAN FRANCISCO, CA--(Marketwire - Nov 13, 2012) - American Giant, maker of high quality Made in USA menswear, is kicking off its inspirational brand platform, Don't Get Comfortable. This new campaign and redesigned digital presence represent American Giant's values, aligning the brand with the unsung heroes of the world, who like to get out of their comfort zone, have an unstoppable work ethic, and are committed to things greater than themselves. This is the same ethic that has inspired American Giant to rethink the traditional apparel business model and re-invigorate American manufacturing. To share this message with the world, American Giant, is releasing the first Don't Get Comfortable Brand Film, a visual representation of the people and attitudes that inspire the brand.

As an e-commerce company with no brick-and-mortar presence, American Giant will utilize this new creative campaign as a storytelling medium, allowing customers to engage with the brand digitally and develop a deeper understanding of what the company stands for. Examples of this include a virtual lookbook on the company website, which will continually evolve following the Don't Get Comfortable theme, and unique content capsules that will spotlight individuals, teams and organizations that unite with American Giant's values. Setting the tone for future stories, the first capsule to be featured highlights King's Boxing Gym, a beacon of determination, community and opportunity in the heart of in Oakland, California.

"Don't Get Comfortable represents to us the durable American ethos of always challenging, never settling," said American Giant Founder and President Bayard Winthrop. "Our brand has always been inspired by the many individuals across the country who are working hard to make things better for themselves and for their communities. In every corner of every state there are people and groups that are refusing to settle for 'good enough,' and braving adversity to make things better. That is the embodiment of Don't Get Comfortable."

Known for making high quality American-made casual clothing at fair prices, American Giant continues to expand its product offerings. The line includes sweatshirts, t-shirts, polos, henleys, long sleeved shirts, baseball tees and more. Also launching today is American Giant's first ever line of sweatpants. Available in two silhouettes, the Workout Sweatpants and the Trouser Sweatpants are designed for style as well as utility, giving men the confidence to wear casual pants while still looking good, wherever they go -- a new take on an iconic piece of American menswear. Moving forward, the company will continue to make exceptional clothing, Made in America at prices that make sense, driven by the philosophy Don't Get Comfortable.

To find out more and to shop the Workout Sweatpants and the Trouser Sweatpants, visit www.american-giant.com.  

About American Giant
American Giant is the first menswear brand to rethink the supply chain in order to invest in the highest quality American-made clothing on the market today. The company is changing the standard for mainstream menswear with a direct-to-consumer experience that offers the best quality products on the market, at great value, all made in America. American Giant clothes are made to fit well, get better with every wash and set new standards for quality and value. For more information, go to www.american-giant.com.

Contact Information

  • LaunchSquad for American Giant
    Lisa Picasso
    415.625.8555
    giant [at] launchsquad [dot] com