American Flannel

Great creative doesn't start with a brief, it starts with a question. “What's the most honest, compelling way to tell this story?”

When American Giant launched its Vintage Flannel, a garment made entirely in the US, from cotton seed to finished product, and featured in Steven Kurutz's book, American Flannel, I challenged our default approach. Rather than leading with product or model photography as we always had, I pushed for something more elemental. Every design starts as an idea on paper, just like every shirt starts as a seed in the ground. So I led with a pencil sketch.

The campaign extended into a PR box sent to influencers and friends of the brand, packaging designed to carry the same ethos as the garment itself. The story wasn't just about flannel. It was about the farmers, the sewers, and the designers behind it.