American Giant was founded with a simple goal: make exceptional clothes in the USA, and offer them at a fair price.
Inspired by the innovators and doers around us, who were shaking up whole industries with big ideas and relentless hard work. They see opportunity where others see impossibility. They don’t accept no for an answer, and dive into the deep end head first.
The tagline “Don't Get Comfortable” is about that drive - a resolve to do better. American Giant wanted a selection of graphic prints that emulated this ethos and concept of urban masculinity. Combining both illustration and graphic text placement, the print collection was designed to elevate the brand's clean silhouettes, whilst adding a fashion forward edge.