American Roots
American Roots is a 100% American-made, union-made apparel manufacturer in Westbrook, Maine, producing hoodies, t-shirts, and crewnecks for U.S. unions, businesses, and values-driven consumers via DTC e-commerce, B2B bulk orders, and retail.
- Company typePrivate
- Founded2015
- HeadquartersWestbrook, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What American Roots does
American Roots is a privately held, 100% American-made and union-made apparel manufacturer founded in 2015 by Ben Waxman and Whitney Reynolds Waxman and headquartered in Westbrook, Maine. The company designs, cuts, sews, prints, embroiders, packs, and ships a core product line of hoodies, t-shirts, crewnecks, quarter zips, and accessories entirely within a 40,000-square-foot factory operated by a USW Local 366 unionized workforce of approximately 75 employees drawn from 10 nationalities. Its U.S. cotton supply chain spans Texas (grow), Alabama (gin), South Carolina (spin), and North Carolina (finish and dye), supported by roughly a dozen American material suppliers.
The business operates three revenue streams: direct-to-consumer e-commerce via a Shopify storefront (hoodies $108–$125, tees $25–$30, quarter zips $90, crewnecks $89, with free shipping over $100); B2B bulk and custom orders for unions and businesses, with in-house screen printing, embroidery, and design services; and a recently launched retail channel through team shops and specialty stores tied to a multi-year licensing agreement with the NWSL Players Association signed in July 2024. Customer concentration sits primarily in U.S. labor and trade organizations (IBEW, AFSCME, IUPAT, NABTU, IAFF, Laborers Local 79, Ohio AFL-CIO, TWU), supplemented by value-driven individual consumers and, more recently, women's soccer fans. The company generates revenue 'in the millions and growing year over year' per management commentary, produces 2,000–3,500 garments per week, and is actively expanding its sales team and factory footprint, with no disclosed institutional funding and founder-controlled ownership.
American Roots firmographics
Firmographics- Name
- American Roots
- Legal name
- American Roots Wear, Inc.
- Website
- https://americanrootswear.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- American Roots is a 100% American-made, union-made apparel manufacturer in Westbrook, Maine, producing hoodies, t-shirts, and crewnecks for U.S. unions, businesses, and values-driven consumers via DTC e-commerce, B2B bulk orders, and retail.
- Ownership category
- akta.pro rank
American Roots industry classification
Industry- Product category
- American-made Apparel Manufacturing
- NAICS
- Cut and Sew Apparel Manufacturing (3152), Cut and Sew Apparel Manufacturing (except Contractors) (31525), Apparel Manufacturing (315)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Women's, Misses', And Juniors Outerwear (2330)
- akta.pro primary industry
- Sports Team & Promotional Apparel Cut & Sew (Screenprint/Embroidery-Ready) (IMAOAEAK)
- akta.pro secondary industries
- Workwear, Uniforms & Safety Apparel Cut & Sew (IMAOAEAC), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)
Keywords
Where American Roots is headquartered
LocationHeadquarters
- HQ city
- Westbrook
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
American Roots business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Retail sales of American-made, union-made apparel through company Shopify website. Products include hoodies, pullover hoodies, t-shirts, crewnecks, quarter zips, polo shirts, jackets, and accessories.
- B2B Bulk and Custom Orders: Custom and bulk orders for unions and businesses. In-house screen printing, embroidery and design services available. No outsourcing or middlemen.
- Gift Cards: Gift cards sold in denominations of $50, $100, $150, $200.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | All American Zip Up Hoodie - Heavy Weight at $125.00 |
| Unit Pricing | Pay-as-you-go | All American Pullover Hoodie - Standard Weight at $108.00 |
| Unit Pricing | Pay-as-you-go | All American Zip Up Hoodie - Standard Weight at $118.00 |
| Unit Pricing | Pay-as-you-go | Stand Firm Short Sleeve Tee at $25.00 |
| Unit Pricing | Pay-as-you-go | Keep Maine Salty Lobster Crewneck at $89.00 |
| Unit Pricing | Pay-as-you-go | The Pro Quarter Zip at $90.00 |
| Unit Pricing | Pay-as-you-go | Gift Cards from $50 to $200 |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels10 records
American Roots product offering
Product offeringCore offering
American Roots designs, manufactures, and sells 100% American-made, union-made apparel — including hoodies, t-shirts, crewnecks, and quarter zips — from its 40,000-square-foot factory in Westbrook, Maine. All production steps (design, cutting, sewing, screen printing, embroidery, packing, and shipping) are completed in-house by USW Local 366 unionized workers using 100% American-sourced materials. The company also offers custom screen printing, embroidery, and bulk-order services for unions and businesses, and operates an officially licensed NWSL Players Association fan gear line.
Product overview
American Roots is a 100% American-made, union-made apparel manufacturer offering a portfolio of branded apparel products centered on hoodies, t-shirts, and crewnecks. The core product line consists of the All American hoodie family (zip-up and pullover styles in heavyweight and standard weight), the Solidarity collection (solidarity-themed hoodies), and a range of t-shirts (Stand Firm, Keep Maine Salty, Katahdin, and union messaging tees). The company also offers custom and bulk ordering services for unions and businesses, including in-house screen printing and embroidery. In July 2024, American Roots launched its first sports licensing sub-brand — the NWSLPA Fan Gear Collection — featuring officially licensed merchandise for 14 National Women's Soccer League players. All products are designed, cut, sewn, printed, embroidered, packed, and shipped from the company's 40,000-square-foot factory in Westbrook, Maine, operated by USW Local 366 union workers.
Differentiator
Problem solved
Functional benefit
Products and services
- All American Zip Up Hoodie - Heavy Weight Heavyweight zip-up hoodie made from 100% combed cotton fleece (12 oz/sq yard) with full-length metal heavy-duty zipper, double-layer lined drawstring hood, rib cuffs and waist, front waist pockets with internal cell phone pocket. Available in Navy, Black, and Graphite. Designed as a durable everyday American-made hoodie for union workers and value-driven consumers.
- All American Zip Up Hoodie - Standard Weight Mid-weight zip-up hoodie made from 100% combed cotton fleece with full-length metal front zipper, front hip pockets with internal cell phone pocket, and sizes XS-5XL. Designed as a versatile mid-layer for layering or variable weather. Available in Black and Graphite.
- All American Pullover Hoodie - Standard Weight Standard weight pullover hoodie made from 100% combed cotton fleece (9.5 oz/sq yard) with front kangaroo pocket, internal cell phone pocket, double-layer lined drawstring hood, and rib cuffs. Available in Navy, Black, and Graphite. Designed for everyday wear by union workers and value-driven American consumers.
- Solidarity Collection Hoodies A family of union-themed zip-up and pullover hoodies in standard weight, screen-printed in-house at the Westbrook factory with solidarity/labor-movement graphics including raised-fist motifs and 'Stand In Solidarity' messaging. Designed for union members, labor movement supporters, and value-driven consumers.
- Stand Firm Tees (Short and Long Sleeve) Short sleeve t-shirt (and matching long sleeve variant) made from 100% combed cotton jersey (5 oz/sq yard) with a rib-finished crew neckline, straight fit, and Maine/American-themed screen-printed designs. Manufactured in-house at the Westbrook factory. Stand Firm is a core everyday tee in the American Roots catalog.
- Keep Maine Salty Collection (Lobster Tee & Crewneck) A Maine-themed apparel collection spanning a short sleeve lobster tee and a lobster crewneck, both screen-printed in-house at the Westbrook factory. Designed for value-driven consumers who want American-made Maine-themed apparel.
- Katahdin 2025 Short Sleeve Tee Short sleeve t-shirt featuring a Katahdin (Maine's highest peak) design celebrating 2025. Made from cotton jersey and screen-printed in-house at the Westbrook factory.
- The Pro Quarter Zip Performance quarter-zip pullover designed as a professional mid-layer, available in Navy. Priced at $90; manufactured in-house at the Westbrook factory.
- There Is Power In A Union Tee Short sleeve t-shirt with union solidarity messaging, available in Met Blue and Red. Screen-printed in-house at the Westbrook factory.
- 1776 Made In USA Short Sleeve Tee Short sleeve t-shirt with patriotic 1776 and American flag design celebrating American manufacturing. Screen-printed in-house at the Westbrook factory and sold via the Shopify storefront.
- Custom Screen Printing Service In-house screen printing service for custom designs on apparel, available for all union and business bulk orders. All design, printing, and finishing is done under one roof in the Maine factory with no outsourcing.
- Custom Embroidery Service In-house embroidery service for custom organization logos and designs, available for union and business bulk orders. All embroidery is performed in-house at the Maine factory.
- Union and Business Bulk/Custom Apparel Orders Full-service B2B program for unions and businesses providing custom and bulk apparel orders. Services include design, cutting, sewing, printing, embroidering, packing, and shipping — all under one roof in Maine with no outsourcing or middlemen. Customers include IBEW Local 995, AFSCME, Laborers Local 79, IUPAT, NABTU, and IAFF.
- American Roots Gift Card Digital gift cards available in $50, $100, $150, and $200 denominations, redeemable for any American Roots products via the Shopify storefront.
- NWSLPA Fan Gear Collection Officially licensed NWSL Players Association fan merchandise featuring player names, images, and likenesses for 14 NWSL stars (including Alex Morgan, Rose Lavelle, Sophia Smith, Lynn Williams, Trinity Rodman, Crystal Dunn, Lo'eau LaBonta, Debinha, Kerolin Nicoli, Sydney Leroux, Dani Weatherholt, Denise O'Sullivan, AD Franch, and Alyssa Naeher). Includes women's and unisex retro tees, long sleeve tees, All American pullover hoodies, All American signature zip-ups, college crewnecks, and limited editions. Sold via the American Roots website, select team shops, and specialty stores.
- We Said Now T-Shirt White short sleeve t-shirt with bright pink 'We Said Now' script, manufactured by American Roots and tied to the NWSL Players Association partnership. Launched as a wearable statement piece for women's soccer fans and supporters.
Quantifiable outcome
- Produces 2,000 to 3,500 garments per week with approximately 24 sewers
- +1 more outcomes
Companies that use American Roots
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles4 records
American Roots technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
American Roots partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered supporting and core.
- Lo'eau LaBonta (KC Current)supportingStar midfielder of the KC Current named brand ambassador for American Roots' NWSLPA fan gear line. First professional athlete to align with American Roots.
- NWSL Players AssociationcoreMulti-year licensing agreement for player-branded fan gear. First sports license agreement in American Roots' history. Launched on Labor Day 2024. Features 14 NWSL stars including Alex Morgan, Rose Lavelle, Sophia Smith, Lynn Williams, Trinity Rodman, Crystal Dunn, Lo'eau LaBonta, Debinha, Kerolin Nicoli, Sydney Leroux, Dani Weatherholt, Denise O'Sullivan, AD Franch, and Alyssa Naeher. Products include women's and unisex short sleeve retro tees, long sleeve tees, All American pullover hoodies, All American signature zip-ups, and college crewnecks.
- OneTeam PartnerssupportingSponsorship and licensing partner of the NWSLPA facilitating licensing and player marketing components of the partnership with American Roots.
- REP Worldwide (Steve Scebelo)supportingLed by Steve Scebelo, facilitating licensing and player marketing components of the NWSLPA partnership.
- PolartecsupportingEarly partner that helped American Roots produce fleece products completely made in America with sustainable edge.
- Common Threads of MainecoreWorkforce training program founded by Dory Waxman (Ben's mother). Leading program for Maine manufacturing companies to source workforces. American Roots grew from this teaching program with capable and loyal employees.
- Coastal EnterprisessupportingAssisted American Roots with workforce training and development initiatives.
- Catholic Charities of MainesupportingPartnered with American Roots to help train new American workers from various countries.
- Goodwill Industries of MainesupportingAssisted American Roots with workforce training initiatives.
Scale indicators9 records
Recent moves10 records
Expansion highlights5 records
American Roots competitors and assessment
Company assessmentDirect peers
- Taylor Stitch: Taylor Stitch is a made-in-America menswear brand producing shirts, outerwear, and accessories with a focus on responsible manufacturing. It is comparable to American Roots for its premium DTC model, domestic production ethos, and similar price points.
- Buck Mason: Buck Mason designs and sells American-made essentials and apparel, with a strong emphasis on domestic production and premium positioning. Like American Roots, it competes on quality, durability, and U.S. manufacturing credentials in the men's casual apparel category.
- Goodwear USA: Goodwear USA makes 100% American-made cotton t-shirts, sweatshirts, and athletic wear at its Massachusetts facility. It is comparable to American Roots for its small-batch, U.S.-manufactured casual apparel and Made-in-USA marketing.
- Royal Apparel: Royal Apparel is a U.S.-based apparel manufacturer producing organic cotton blanks, hoodies, and tees with in-house screen printing and private-label/wholesale capabilities. It overlaps with American Roots' custom screen-printing and B2B union/bulk order business.
- Flint and Tinder: Flint and Tinder is Huckberry's in-house American-made apparel line featuring hoodies, tees, and outerwear. It is comparable to American Roots for its U.S.-made premium basics, DTC channel, and direct-to-consumer fleece and shirt offerings.
- American Giant: American Giant is a U.S.-based apparel brand built around American-made heavyweight hoodies, sweatshirts, and basics. It is the most direct comparable to American Roots given its focus on domestically produced premium fleece and DTC-first distribution.
- All American Clothing Co. All American Clothing Co. manufactures and sells 100% Made-in-USA apparel including t-shirts, hoodies, and jeans. It competes directly with American Roots in the American-made basics and union-adjacent values-driven category.
- Todd Shelton: Todd Shelton is an American-made apparel manufacturer producing tees, sweatshirts, and jeans entirely in its New Jersey factory. It mirrors American Roots' vertically integrated, factory-direct model and Made-in-America positioning.
Broad incumbents
- Life is Good: Life is Good is a much larger, established optimistic-lifestyle apparel brand selling tees, hoodies, and accessories through wholesale and DTC. While not domestically manufactured like American Roots, it is a comparable values-driven casual apparel brand at a similar premium price tier.
Others
- Polartec: Polartec is a leading U.S.-based textile manufacturer and an early materials partner of American Roots for American-made fleece production. It is comparable as a domestic textile supplier/enabler for American-made apparel programs rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
American Roots social profiles
Digital presenceAmerican Roots financial estimates
Financial estimateRevenue estimate
Valuation estimate
American Roots leadership team
Management profileNumber of profiles
Profiles2 records
American Roots funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
American Roots M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about American Roots
What does American Roots do?
American Roots designs, manufactures, and sells 100% American-made, union-made apparel — including hoodies, t-shirts, crewnecks, and quarter zips — from its 40,000-square-foot factory in Westbrook, Maine. All production steps (design, cutting, sewing, screen printing, embroidery, packing, and shipping) are completed in-house by USW Local 366 unionized workers using 100% American-sourced materials. The company also offers custom screen printing, embroidery, and bulk-order services for unions and businesses, and operates an officially licensed NWSL Players Association fan gear line.
Is American Roots a public or private company?
American Roots is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was American Roots founded?
American Roots was founded in 2015. It employs 51 to 100 people.
Where is American Roots based?
American Roots is headquartered in Westbrook, United States, in the North America region.
How does American Roots make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are B2B Bulk and Custom Orders and gift Cards.
Who are American Roots's main competitors?
Direct peers on record are Taylor Stitch, Buck Mason, Goodwear USA, Royal Apparel, Flint and Tinder, American Giant, All American Clothing Co. and Todd Shelton. Life is Good is listed as a broad incumbent. Polartec is listed as an others.
Does American Roots have an API?
No public API is recorded for American Roots.
What industry is American Roots in?
American Roots's product category is American-made Apparel Manufacturing. Its primary akta.pro industry code is IMAOAEAK, Sports Team & Promotional Apparel Cut & Sew (Screenprint/Embroidery-Ready), with a secondary code of IMAOAEAC, Workwear, Uniforms & Safety Apparel Cut & Sew. Its NAICS code is 3152 and its SIC code is 2300.