American Giant, the San Francisco-based apparel brand that built its reputation on a single, meticulously crafted sweatshirt, has unveiled a significant redesign of its flagship product. The "Classic Full Zip" hoodie, famously dubbed "the greatest hoodie ever made" over a decade ago, has been re-engineered for 2025 with a focus on premium materials, improved comfort, and a supply chain strategy that has become a key competitive advantage in an era of global trade uncertainty.
The Evolution of an Icon
The original Classic Full Zip hoodie launched American Giant into the spotlight in 2012, selling over one million units and becoming a benchmark for quality in casual wear. For 13 years, its core design—featuring a double-lined hood, stretch side panels, and reinforced elbow patches—remained largely unchanged. The 2025 relaunch represents the first major overhaul, driven by years of customer feedback and a desire to elevate the product's fundamental feel. The goal was not to reinvent the wheel, but to refine its every component, addressing common wearer critiques about fit and fabric stiffness while preserving the durable construction that defined the original.
Product & Pricing Evolution
| Feature | Original Launch (2012) | 2024 Price | 2025 Relaunch |
|---|---|---|---|
| Product Name | Classic Full Zip Hoodie | Classic Full Zip Hoodie | Classic Full Zip Hoodie (Redesigned) |
| Launch Price | USD 138 | USD 168 | USD 168 |
| Key Material | Cotton Fleece | Cotton Fleece | New Longer-Staple Cotton Fleece |
| Primary Updates | N/A (Original) | Price increase due to supply chain changes | Softer fabric, more breathable, refined fit (roomier shoulders/waist), updated cuffs/waistband. |
Engineering a Softer, More Breathable Fabric
The most significant upgrade lies in the hoodie's core material. American Giant has transitioned to a new cotton fleece constructed from longer-staple cotton fibers. In textile engineering, the length of the cotton fiber, or staple, is a primary determinant of softness and breathability. Shorter staples, common in budget garments, result in a rougher, less breathable fabric. By sourcing longer-staple U.S.-grown cotton—akin to that used in high-end dress shirts and linens—the company has engineered a fleece that is noticeably softer against the skin and improves airflow, making the hoodie more comfortable for extended wear in a variety of settings.
Refining the Fit for Modern Comfort
Alongside the material shift, American Giant has recalibrated the hoodie's fit based on a decade of market data. The new cut provides more room through the shoulders and waist, moving away from the slightly snugger silhouette of the original. This addresses a key point of feedback, particularly from users who desired a more relaxed, easy-to-layer feel. The cuffs and waistband have also been updated with a more forgiving elastic, enhancing comfort without sacrificing the garment's structured shape. These adjustments demonstrate a product development philosophy focused on iterative improvement, treating the hoodie not as a static icon but as a platform for continuous refinement.
The Competitive Moats of a Domestic Supply Chain
Perhaps the most compelling part of this product story is not the hoodie itself, but how it's made. Every step of the Classic Full Zip's production—from growing and spinning the cotton to knitting, dyeing, cutting, and sewing—occurs within the United States. Founder and CEO Bayard Winthrop notes that this fully domestic, traceable supply chain has become a "competitive moat," insulating the company from the tariff chaos and geopolitical uncertainty affecting competitors reliant on overseas manufacturing. This infrastructure, painstakingly rebuilt over years, is now a core asset, attracting partnerships from major retailers like Walmart and brands like Jason Kelce's Underdog Apparel, who seek American Giant's manufacturing expertise.
Supply Chain & Competitive Context
- Manufacturing: 100% made in the USA (grown, spun, knitted, dyed, cut, sewn).
- Competitive Advantage: The entirely domestic supply chain is cited as a major insulation from international tariff disputes and policy uncertainty.
- Expertise Leverage: American Giant's manufacturing know-how has led to partnerships with:
- Walmart: Supporting its USD 350 billion commitment to U.S.-made goods by 2031.
- Underdog Apparel: Jason Kelce's brand, which partners with AG for American-made, high-quality apparel.
Pricing and Market Position
The redesigned Classic Full Zip hoodie retains its premium price point of USD 168, a figure that increased from its original USD 138 launch price due to supply chain shifts, including the 2024 closure of a key supplier, Carolina Cotton Works. The company positions this not merely as payment for a garment, but as an investment in domestic manufacturing resilience, superior materials, and construction details—like extensive panelling and custom hardware—that most brands have eliminated to cut costs. As the hoodie that currently holds the "best overall" spot in WIRED's guide, its successor faces the high bar of its own legacy. Whether the new model's softer hand and refined fit will justify its price and maintain its top ranking remains to be seen, but it signals American Giant's commitment to leading through craftsmanship and supply chain sovereignty in a volatile global market.