American Giant, OTC friend and maker of outstanding Made in the USA menswear, is kicking off a new brand platform, “Don’t Get Comfortable.” This new campaign and creatively 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 commitment 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 their message with the world, the company released the first Don’t Get Comfortable Video, a visual representation of the people and attitudes that inspire the brand. And American Giant is one of those few brands that really walks the “quality before quantity” claim.
New Online Brand Presence
As an e-commerce company with no brick-and-mortar presence outside of their San Fransisco showroom, 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 approach include a virtual look book 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.
With a reputation for making high quality American-made casual clothing at fair prices, American Giant continues to expand its product offerings. The line already includes sweatshirts, t-shirts, polos, henleys, long sleeved shirts, baseball tees and more. We have tried most of them and think they are some of the best basics on the market today.
OTC is happy to announce that 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. As with other American Giant products, they are a new take on iconic pieces of American menswear.