Made in America: A Powerful Claim—Tough to Pull Off

Right now, “Made in USA” is buzzing. For apparel brands, it’s a feel-good phrase that checks all the boxes: patriotic, high-quality, and increasingly important in a world where tariffs and sourcing risks are dominating supply chain strategy.

But here’s the catch—saying it and proving it are two very different things.

Why It’s Getting More Attention Right Now

Tariffs on apparel imports—especially from China and Vietnam—have risen sharply, pushing brands to rethink sourcing strategies and cost structures. For some, the idea of reshoring is attractive. For others, reshoring is more about storytelling: can they frame their product as more domestic to align with rising consumer interest in local production?

Either way, origin claims are under the microscope. And with consumers (especially Gen Z and Millennials) doing their homework, a misleading label isn’t just a legal risk—it’s a reputational one.

It Starts with Fiber: Why “Made in USA” Is So Hard to Earn

Let’s talk about what “Made in USA” legally means - again, using the apparel example. According to the Federal Trade Commission, it’s not enough to just sew your garments in the States. To legally make the claim, “all or virtually all” of the product must come from the U.S.

And that means going way upstream:

  • The fibers (like cotton or wool) must be grown or manufactured in the U.S.

  • The yarns must be spun in the U.S.

  • The fabrics must be knit or woven here.

  • And yes, the cut-and-sew work needs to happen on U.S. soil too.

If you’re importing fabric from overseas and stitching it up in the U.S., that’s not “Made in America.”
If your yarns come from abroad, or even if your textile mills are domestic, you’re out of bounds.

This is essentially a “fiber-forward” rule for domestic claims—and it’s a high bar that most brands simply don’t clear.

“Designed in USA” Isn’t the Same Thing

Because it’s so hard (and expensive) to meet the FTC standard, some brands play with words. You’ve probably seen tags that say:

  • “Designed in the USA”

  • “Made in USA with imported fabric”

  • “Crafted in the USA”

These may sound like they’re saying “Made in America,” but they’re not. And if those claims mislead consumers into thinking the entire product was made here, the FTC can (and will) step in.

There’s been a noticeable uptick in enforcement—brands fined, forced to change packaging, even refunding customers—because of misleading origin claims. The agency has made it clear: vague language or feel-good phrasing won’t cut it if you’re trying to ride the Made in USA wave.

The Takeaway

“Made in USA” is more than a marketing tool. For apparel, it means a deep commitment to domestic sourcing, from fiber all the way through final stitching. If you meet the standard, that’s worth highlighting—loudly. But if you don’t, don’t try to fake it.

This is one of those times where your compliance team, your marketing team and your sourcing team need to be in sync. Get expert input before making any claims. Because in this market, authenticity matters—and getting it wrong can cost more than a duty hike ever will.

David Kelley