At a time when artisan skill and the "Made in fill-in-the-blank" are proving to be revenue drivers, Club Monaco is pushing its Made in the U.S.A. label. While the Club Monaco brand was born in Toronto, Canada in 1985, it changed nationalities when the Ralph Lauren group acquired it in 1999 and is now offering its "Made in the U.S.A." line.
This collection of forty items has been designed by Aaron Levine, artistic director of Club Monaco, and blogger Michael Williams of A Continuous Lean. Together they have created a line of casual shirts, jackets, ties and trousers, all manufactured in different workshops in the United States. The line's price points include shirts for $160 and ties under $100, rounded out by fine leather goods or shoes made in America by brands like Wolverine, Ernest Alexander, Rancourt, and Wood & Faulk Northwesterner.
However, the line, which can be viewed on the Club Monaco website, is not content with just the U.S. market but is looking to promote its name beyond national borders. Time will tell if such products can win over the Asian market. In Europe, Made in the U.S.A. is already available in Anthem, one of the trendiest clothing stores in London’s Shoreditch area.