What Flag & Anthem does

Flag & Anthem is a U.S. direct-to-consumer apparel brand founded in 2015 and headquartered in New York, operating primarily through its Shopify-hosted e-commerce site flagandanthem.com. The company sells men's, women's, and children's casual and performance clothing across categories including polos, shirts, tees, bottoms, outerwear, and loungewear, priced between $29.50 and $99.50 with bundle offers (e.g., 3 for $69 on Essential Stretch Comfort Tees) and free shipping above $99. Its product portfolio is anchored by the MadeFlex Golf performance line, the Gameday collegiate collection covering 17+ officially licensed universities, the America250 patriotic assortment tied to the U.S. Semiquincentennial, and named collaborations including the Keegan Bradley Tour Collection and the Dierks Bentley "Desert Son" capsule. Differentiated fabric technologies (MadeFlex moisture-wicking/stretch, UPF sun protection, Journey Stretch, Essential Stretch Comfort) and Big & Tall sizing options underpin a positioning around versatile everyday apparel with athletic functionality.

The business model is a single-channel DTC operation. Revenue is generated through one-time apparel purchases augmented by an Anthem Points loyalty program (points redeemable for dollar discounts and gift cards), a 15%-off first-order email acquisition offer, and a Refer-a-Friend program. Distribution is run entirely in-house from a U.S. base with no disclosed wholesale footprint, though the brand maintains corporate and golf-course B2B sales for institutional partners and runs an Affiliate/Ambassador program for influencer-led demand generation. Marketing is executed across Instagram, Facebook, YouTube, Twitter, and TikTok, with celebrity and athlete endorsements (Eli Manning, Keegan Bradley, Tom Hoge, John Daly II, Dierks Bentley) functioning as the primary awareness layer alongside event-driven merchandise tied to the U.S. Open and TGL golf league licensing. Cumulative disclosed funding totals approximately $9.5M across two rounds (2016 and 2020), and the company employs 11–50 people; revenue, ownership, and customer concentration figures are not publicly disclosed.

Name

Flag & Anthem

Website

https://flagandanthem.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Flag & Anthem is a New York–based direct-to-consumer apparel brand founded in 2015, selling men's, women's, and children's casual and performance clothing online, anchored by MadeFlex Golf performance wear, officially licensed collegiate Gameday merchandise, and celebrity/athlete capsule collections.

Ownership category

akta.pro rank

Product category

Men's and Women's Casual Apparel

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949), Retail-Women's Clothing Stores (5621), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

akta.pro secondary industries

Golf & Tennis Performance Apparel (CRAAAEAF), Golf Footwear & Apparel Retail (CRAMACAH), Golf Gloves, Headwear & Accessories Retail (CRAMAGAF), Customized & Personalized Fan Gear Retail (CRAMAOAJ)

Keywords

• Men's casual apparel
• Performance golf wear
• Collegiate licensed merchandise
• Patriotic Americana clothing
• Direct-to-consumer apparel

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct Apparel Sales: E-commerce retail sales of men's and women's clothing including tops, bottoms, performance wear, and accessories through flagandanthem.com. One-time purchase model with bundle pricing options.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Flag & Anthem designs and sells men's and women's casual and performance apparel through its direct-to-consumer e-commerce website, including everyday polos, shirts, tees, shorts, and pants, alongside performance golf wear (MadeFlex Golf line), officially licensed collegiate Gameday merchandise covering 17+ universities, patriotic America250 collections, and celebrity/athlete collaboration capsules with Dierks Bentley (Desert Son) and Keegan Bradley (Tour Collection). Products are sold one-time at unit prices ranging from $29.50 to $99.50, with bundle, loyalty (Anthem Points), and promotional pricing available.

Product overview

Flag & Anthem is an e-commerce apparel company offering casual and performance clothing for men, women, and children. The product portfolio centers on core everyday essentials (polos, shirts, tees, shorts, pants) alongside specialized collections including MadeFlex Golf (performance golf apparel), the America250 patriotic collection, collegiate Gameday wear, and celebrity/athlete collaborations with Dierks Bentley (Desert Son) and Keegan Bradley (Tour Collection). The brand differentiates through comfort-focused fabrics with stretch properties and UV protection (UPF), with notable offerings like the Journey Stretch Shirts, Essential Stretch Comfort Tees, and Elite Performance Polos. A loyalty program (Anthem Points) and charitable collections supporting Folds of Honor, Boomer Esiason Foundation, and PGA HOPE complement the retail business.

Differentiator

Problem solved

Functional benefit

Brands

• MadeFlex Golf: Performance golf apparel line featuring performance polos, shirts, bottoms, and accessories
• America250
• Desert Son
• Keegan Bradley Tour Collection
• Anthem Points

Products and services

• MadeFlex Golf High-performance golf apparel line featuring moisture-wicking fabrics, stretch materials, and UV protection for men and women.
• America250 (A250) Collection Officially licensed collection commemorating America's 250th anniversary, featuring patriotic apparel for men and women.
• MVP Polo Signature performance polo shirt line available in various colors and patterns, featuring moisture-wicking and stretch properties.
• Elite Performance Polo High-end performance polo collection with premium fabrics, available in solid, striped, and mini-stripe patterns in various colorways.
• Journey Stretch Shirts Stretch fabric shirts designed for comfort and mobility, suitable for casual and travel wear.
• Essential Stretch Comfort Collection Ultra-soft, stretchy everyday tee collection marketed as 'Eli's favorite tees,' available in bundle pricing (3 for $69).
• Desert Son by Dierks Bentley Music-inspired collaboration with country artist Dierks Bentley featuring Western-styled shirts, graphic tees, and hats.
• Keegan Bradley Tour Collection Performance golf apparel collection designed with professional golfer Keegan Bradley, including the KB Tour Collection and TGL Boston Common Golf Collection.
• Gameday (Collegiate) Collection Collegiate-themed apparel featuring licensed university gear from schools including Arizona, LSU, Texas, Tennessee, UConn, and others for gameday wear.
• 126th U.S. Open Championship Shinnecock Hills Capsule Capsule collection of performance apparel celebrating the 126th U.S. Open Championship at Shinnecock Hills, sold under official license.
• Loungewear Comfort-focused women's clothing including hoodies, 1/4-zips, wide-leg pants, shorts, and pullovers for at-home wear.
• Anthem Points Loyalty Program Free-to-join loyalty program where customers earn points on purchases redeemable for discounts ($1 per 100 points) and gift cards ($5, $10, $20).

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Keegan BradleycoreStrategic or Co-development PartnerPGA Tour professional golfer and brand ambassador. Keegan Bradley represents Flag & Anthem with a dedicated Tour Collection featuring performance golf apparel. The partnership includes exclusive capsule collections designed with athlete input.
• Eli ManningcoreStrategic or Co-development PartnerFormer NFL quarterback and Super Bowl champion. Eli Manning serves as a brand ambassador, featuring in product imagery and curating selections such as the 'Eli's Picks' summer outfits collection.
• Dierks BentleycoreStrategic or Co-development PartnerMulti-platinum country music artist. Dierks Bentley collaborates on the 'Desert Son' collection featuring western-inspired shirts, graphic tees, and hats with a country lifestyle aesthetic.
• Tom HogeminorStrategic or Co-development PartnerPGA Tour professional golfer featured as part of the Flag & Anthem crew and golf athlete partnerships.
• John Daly IIminorStrategic or Co-development PartnerProfessional golfer on the PGA Tour representing the next generation of golf talent. Recently announced as a new team member in June 2026.
• Folds of HonorminorGTM or Marketing PartnerCharitable organization providing scholarships to families of fallen and disabled service members. Flag & Anthem sells charity t-shirts benefiting Folds of Honor as part of their Charity Collection.
• Boomer Esiason FoundationminorGTM or Marketing PartnerCharitable foundation focused on cystic fibrosis research and awareness. Flag & Anthem supports the foundation through their Boomer Esiason Foundation charity collection.
• PGA HOPEminorGTM or Marketing PartnerPGA HOPE (Helping Our Patriots Everywhere) program supporting military veterans through golf. Featured in Flag & Anthem's golf collections with special edition merchandise.
• U.S. Open ChampionshipcoreStrategic or Co-development PartnerOfficial licensee for the 126th U.S. Open Championship at Shinnecock Hills. Capsule collection of performance apparel featuring U.S. Open branding and tournament merchandise including the 2026 U.S. Open Collection.
• TGL (Tech and Golf League)minorStrategic or Co-development PartnerTGL is a tech-infused golf league featuring PGA Tour players in a simulated golf format. Flag & Anthem has a TGL Collection featuring Boston Common Golf merchandise with Keegan Bradley.
• Collegiate Licensing PartnerscoreStrategic or Co-development PartnerOfficially licensed collegiate merchandise partnerships with 17+ universities including Arizona, ASU, Auburn, Illinois, Indiana, Kansas, Kansas State, LSU, Mississippi State, Nebraska, Ole Miss, St. John's, Tennessee, Texas, Texas Tech, UConn, and Vanderbilt for Gameday collections.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Southern Tide: Lifestyle apparel brand rooted in Southern/Americana heritage with collegiate styling and a Skipjack-inspired logo. Comparable to Flag & Anthem's patriotic/college crossover positioning and casual-leaning product mix.
• TravisMathew: Premium men's golf-lifestyle apparel brand with performance polos, shorts, and headwear sold DTC and through golf pro shops. Closely comparable to Flag & Anthem's MadeFlex Golf positioning, PGA Tour athlete partnerships, and Americana-adjacent brand voice.
• Vineyard Vines: American lifestyle brand with strong menswear and women's apparel assortment, preppy aesthetic, and broad DTC/wholesale distribution. Comparable in premium everyday apparel positioning and Americana-themed brand storytelling.
• Greyson Clothiers: Premium golf-lifestyle apparel brand featuring performance fabrics and bold designs, often worn by PGA Tour players. Directly comparable to MadeFlex Golf on performance fabric positioning and Tour-driven brand building.
• Johnnie-O: West Coast preppy men's apparel brand with strong polo and button-down assortment and collegiate/team-licensed merchandise. Comparable on casual men's apparel, collegiate licensing, and lifestyle branding.
• Peter Millar: Premium golf and lifestyle apparel brand with performance fabrics, collegiate-adjacent styling, and a strong pro-shop and country-club distribution footprint. Comparable to Flag & Anthem in price band, performance/golf positioning, and classic American aesthetic.
• Bonobos: Men's apparel DTC brand known for better-fitting casualwear, polos, and pants. Comparable in DTC men's apparel focus, tiered pricing, and loyalty-driven customer retention approach.
• Rhone: Men's premium performance apparel brand sold DTC with proprietary stretch/compression fabrics and an active lifestyle positioning. Comparable to MadeFlex Golf on performance fabric story and DTC-led growth playbook.

Broad incumbents

• Under Armour Golf: Performance athletic apparel giant with a dedicated golf category featuring moisture-wicking and stretch fabrics. Represents the incumbent performance-apparel benchmark Flag & Anthem's MadeFlex line is positioned against.
• Nike Golf: Massive global golf and performance apparel line backed by the largest sports marketing budget and deep Tour athlete roster. A broad incumbent against which MadeFlex Golf must differentiate on style and brand voice rather than scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/flagandanthemco
• YouTubeyoutube.com/c/Flagandanthem
• Facebookfacebook.com/flagandanthemco
• Instagraminstagram.com/flagandanthemco
• TikToktiktok.com/@flagandanthemco

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flag & Anthem