As we reach America’s 250th anniversary, it’s a complicated time for brands to lean into patriotism. For every positive milestone, like the anniversary or the U.S. men’s soccer team’s advance to round 16 in the World Cup, there are equal reasons to be wary. Between tariffs, rapid inflation and an unpopular war that continues in spite of multiple false truces, consumers could cite several reasons not to feel too patriotic right now. But fashion brands are leaning into the anniversary regardless, supported by data showing that patriotic marketing displays remain effective. For example, Wolverine, the American workwear brand, released an America 250 collection this week, highlighting the product’s Made in America status. The collection of boots and workwear launched with an accompanying campaign called “American Dream,” which gifted free boots to workers and tradespeople in all 50 states.Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
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