1 January 2012
Remember the classic 50s sweatshirt that our Dads owned—the ones they still wear to this day? Well, they’re back – and just like they once were, made in America. Today we’re proud to announce the launch of the American Giant brand, for which we created the identity and brand system. This innovative company focuses on quality and fit, cutting out distributors (only sold online) in order to bring you classically tailored garments made right here in the USA.
The delta icon both combines the A and G letterforms, and forms a pinnacle, speaking to the enduring American work ethic and spirit. The typography and color palettes harken back to the post-WWII era of American prosperity and manufacturing.