Much buzzed-about menswear ecommerce company American Giant is has made a name for itself by offering reasonably-priced, USA-made basics that appeal to the kind of guy who can appreciate merch with a good story behind it, but at the end of the day, is mostly just interested in high-quality, decent-looking stuff he’ll be happy hacking around in. Given the popularity of the company’s sweatshirts and tees, it stands to reason that the new line ($69-$89) of sweatpants debuting online today will pick up a fan or two – especially with the holidays ahead.
The sweats come in two styles: a classic sweatpant good for working out or loafing around and a coach style with a trouser silhouette that’s vaguely reminiscent of another local maker’s twist on the garment, though admittedly much more athletic in its styling thanks to a casual fit and zippered leg closures.
As for the digitally-savvy part? Rolling out alongside the sweats themselves is the San Francisco brand’s new digital campaign, one that nicely illustrates just how compatible editorial-style content and ecommerce can be – and, in many ways, may increasingly need to be to sustain viable e-tail businesses of the future. Dubbed Don’t Get Comfortable, the online project includes a brand-produced short film, a virtual lookbook and features on cool people and places such as the folks from King’s Boxing Gym in Oakland. Social media is rolled into the mix, and it’s all done in a visually-pleasing way that’s very magazine-y, yet still accessible and easy to shop.
It’s a tricky thing to produce content that reinforces your brand and ultimately helps to sell your product, but still feels authentic and not too sales-y. American Giant’s manages to feel honest, and it’s just plain enjoyable to look at (a boxing fetish doesn’t hurt).
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