Going local and the Made In branding

In a time when American Apparel might no longer be “Made in America” and the uniforms designed by Ralph Lauren for the U.S. Olympic team have raised quite the uproar for being manufactured in China, we seriously begin to consider the “made in” topic.

Ralph Lauren Outfits U.S. Olympic Team

Ralph Lauren Outfits U.S. Olympic Team

Due to the recent economic situation, a strong tendency has appeared in favor of the production and promotion of native merchandises. America is not the only one who believes in the “Made in” slogan, as French minister for industrial renewal appeared last year in the controversial front page of Le Parisien, striking a pose (with a shirt not unresembling a famous Jean-Paul Gaultier design) for promoting the “Made in France” in general… and a kitchen blender, in particular.

Front cover of Le Parisien

Front cover of Le Parisien

Also available, Le Slip Français, from a small company of underwear who successfully created the buzz mostly by promoting the 100% made in France argument.

'Le Slip Français' image campaign

‘Le Slip Français’ image campaign

Other brands, such as Spanish La Casita de Wendy, have established their production and fabrication nationally, resolutely placing their bets on the “Made in Spain”. Going even further, they released in Christmas 2012 this remarkable list presenting the reasons why buying local products from small companies was such a good thing.

(see translation below)

La Casita de Wendy: Reasons for buying from local companies

La Casita de Wendy: Reasons for buying from local companies


  • Because buying something which has been manufactured locally helps supporting employment in the surrounding area. 80% of jobs are created by small companies.
  • When we buy products from multinational companies, we encourage outsourcing, production in countries where manpower comes cheap and precarious, where human rights are not necessarily respected, along with ecological regulations.
  • Because when we buy something manufactured close by, the ecological impact of transportation is reduced.
  • Buying from small companies stimulates business diversity and ensures that the means of our economy aren’t solely dominated by the happy few, but shared more widely.
  • Governmental studies indicate that 72% of tax fraud and avoidance is committed by large companies. Small and local companies which regularly pay their taxes in our community and in our country, actively participate in financing our social services and welfare state.”

Each country, proud of their own local productions, promote the “Made in” in the way they consider best, such as the UK when putting forward a group of socialites from South West London in the reality show “Made in Chelsea”; or when Brazil promotes its locally born and raised models via the “Made in Brazil” magazine.

The ‘Made in Chelsea’ cast

The ‘Made in Chelsea’ cast

Lucas Bernardini for “Made in Brazil”

This entry was published on April 14, 2013 at 11:03 pm. It’s filed under Apparel, Branding, Business and tagged , , , , , , , , . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

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