The Only Problem With the Greatest Hoodie Ever Made
In December, I wrote about American Giant, a San Francisco-based apparel startup that had perfected the hooded sweatshirt.
Before my piece ran, Winthrop had been slightly worried about the holidays. “Then your piece came out, and orders started to come in. Within a few minutes I was like, Oh, wait a second, this is starting to pick up steam. I called our e-commerce team and talked to my main contact there, and he told me they were trying to level-load the servers because traffic is rising. And then as we were talking, he says, ‘Dude, I don’t know if you understand what’s happening. In the last minute that we’ve spoken, 55 orders have come in.’ It was just crazy.”
The company slapped up a pre-order page on its blog, promising delivery in a few weeks’ time. Orders kept piling up. “We sold out of all of our January allotment, all of our February allotment, all of our March allotment, and to this day orders are pouring in, every day, like clockwork,” Winthrop says. Eventually the orders completely overwhelmed American Giant’s capacity to make and sell new hoodies—and it was at that point, Winthrop says, that he had to make a big, expensive decision about whether to permanently restructure the business...READ FULL ARTICLE