Your guide to American-made apparel with Southland Heritage
American consumers are rethinking how they spend their money by prioritizing companies that align with their values and support domestic production. One area where this shift is becoming increasingly visible is the fashion industry. Despite the fact that this landscape is dominated almost entirely by imported products, demand for American-made fashion is quickly gaining ground.
According to 2025 Capitol Data, around 78% of Americans say they prefer to buy U.S.-made clothing when given the choice. This includes a broad range of consumers— from Boomers motivated by patriotic values to Gen Zers who prioritize ethical and transparent business practices. However, only 2.5% of the average American’s clothing spending ends up going towards domestic brands.
The Knowledge Gap
So why the gap? A big part of the problem is knowledge. Many people simply don’t know how or where to find trustworthy, American-made clothing. That’s where Southland Heritage comes in. An online directory and growing community, the platform is making it easier than ever to support Made in the USA (miUSA) apparel. We spoke with founder Jake South about the current state of American manufacturing, how the industry is evolving, and his advice for building a miUSA wardrobe on a realistic budget.
“I started Southland Heritage in 2023 after a few years of swapping my entire wardrobe for miUSA garments,” explains South. “I wanted to share the list I had created, especially since I wasn’t able to find a directory that was modern and trustworthy.”
The 2016 election was a turning point for the founder: “It was a huge shift in how I valued spending money. I wanted my vote to matter. I put the website together, started social media, and began posting photos and sharing brands. Making a positive impact on American jobs by supporting American manufacturing is a major aspect of why I do what I do.”
A Shifting Industry
A 2025 article by All American notes that the number of U.S. apparel manufacturers has declined from over 15,000 in 2001 to around 6,500 in 2023. “It’s been a mix”, says South when asked about the industry landscape. “There have been natural disasters, fabric suppliers closing, awesome new brands launching. We have major challenges when it comes to textile suppliers and the supply chain staying relevant. Ultimately, more people are purchasing miUSA, which is a step in the right direction.”
While the U.S. still has thousands of clothing manufacturing operations, most are smallscale, specialized, or focused on components rather than complete garments. Southland Heritage’s directory currently features nearly 400 companies listed. For Jake, his brand is just getting started. Consumer demand is strong, and future plans include improving the site’s user experience, launching miUSA merchandise, and collaborating with likeminded creators to expand brand and industry awareness.
Founder Jake South remains optimistic: “It always amazes me to see the support from people, brands, and owners. While heritage gear can be costly upfront, it saves money over time.” With only 2–3% of American companies still manufacturing domestically, South emphasizes that every purchase makes a difference. “Supporting these brands helps sustain local economies, American jobs, and reduces your environmental footprint.”
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Make sure to check out our Summer Digital Catalog (page 33) for the full, step-by-step guide to building your made in the USA wardrobe!
