“We’re helping not only the manufacturers but also the consumers who care about that. That’s really the focus here - representing local manufacturing and bringing that to the forefront and transparency into the supply chain.”ĭeveloping their company, they said they expected to find other sites that were one-stop shops for verified domestic retail goods, but that did not happen. As for whether there was anything about her experience at Urban that she did not want to duplicate, or what helped shape what she is doing now, Mashinsky said, “I would like to represent U.S. Mashinsky’s background in the fashion industry has also helped to attract talent. The plan is to have a director in every state, and candidates can learn more by joining online. The New York-based operation relies on the insights of 16 directors in different states who are helping to source and vet products. Men’s apparel will be another new addition.
Interested in more than product, she also wants to understand state-specific information, the vetting process, the community, and special events, she added.Īs of Friday, 10 new resources will be introduced to the site. The average order currently is $120, with the average online visit being three minutes or more, Krissy Mashinsky said. When the state-by-state directory goes live on Friday, apparel is expected to account for 70 percent of all goods, with that statistic expected to drop to 50 percent in the next month or so. Some vendors are also part of USAstrong’s supply chain, such as Cavan & Co., a Wayne, Pa.-based clothing company. While the majority of the goods being sold - 95 percent - are fashion, the offerings are expected to become more diverse and lifestyle-oriented as new vendors are added for beauty, home, food and accessories. Our job is to bring the transparency and the variety, and let the consumer decide with their wallet what they like and don’t like. There are a lot of manufacturers, who hide all that stuff, because they’re using child labor or countries that may not be our friends. “The transparency is for some people a good thing and for some people, it’s a bad thing. In a Morning Consult report about Gen Z, 27 percent of Gen Zers said they planned to buy more items from local businesses compared to before the pandemic.Īlex Mashinsky started Celsius Network and Arbinet, among other technology firms. They care about their makeup, clothing, how the local restaurants source their ingredients.”Ĭategorized as those born between 19, Gen Zers are known to make values-driven purchasing decisions that are often driven by environmentalism, racial equality and responsible practices. The resurgence is almost similar to that. Alex Mashinsky said, “It’s kind of like in the Eighties, when a lot of Americans cared about buying an American car and not a Japanese car.
That interest isn’t just to confirm that an item was made in the U.S., but also that it is locally made, the couple said. Such consumers want to know exactly what’s in the products that they buy, who made them and how they were made. “We really started to re-brand ‘Made in the USA’ and to remarket to Gen Z and young Millennials,” she said. In a joint interview Monday, Mashinsky said while building USAstrong’s own supply chain during the first wave of COVID-19, she realized that there was not a lot of local manufacturing in the U.S. Ten brands from five different states will be added Friday, and there are plans to add goods from all of the other U.S.
It also doubled as an opportunity to bring domestic manufacturing back to the States. The executive and her husband started their new company in April primarily to bring transparency into the supply chain, a trend that has been increasingly resonating with consumers, especially Gen Z. The e-commerce site, usastrong.io, went live five weeks ago and will be adding more customized, localized resources on Friday.Īfter 15 years at Urban, Mashinsky exited as president last March. Its multitiered approach to bolster American-made goods involves selling its signature USAstrong label online, offering a range of verified domestic made goods and establishing a certified USA made program.
CHAVY MASHINSKY AND FOOTSTEPS SERIAL
The new direct-to-consumer e-commerce site USAstrong is rooted in supporting domestic labels and manufacturers.įormer Urban Outfitters executive Krissy Mashinsky and her serial entrepreneurial husband Alex created the company.
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