For six weeks in November and December, American Giant, the brand that invented a hoodie that sent tech bros into all kinds of ecstasy, is partnering with Bloomie's. It's an interesting move for the brand, which has focused until now on selling directly to consumers in an effort to cut out the middleman and pass along savings. This capsule collection at Bloomingdale's will expose the brand's iconic hoodies to new consumers and place them alongside top fashion brands.
American Giant is also continuing to roll out new products slowly, in keeping with its famously deliberate development process. Today, for instance, it launched non-athletic leggings for women who want to wear stretch pants in everyday life but don't like the compression of activewear. It took the brand a year of Apple-like user testing to arrive at this final version. ES