Apparel manufacturer American Roots gets into retail game with gear for pro soccer fans.
The sport of soccer, globally known as football, does not have its roots in America.
But apparel manufacturer American Roots has begun its initial foray into the retail market through professional women’s soccer played here.
For the past 10 years, American Roots of Westbrook, Maine, has produced 100% American-made clothing constructed entirely of materials sourced in the United States and made by union workers.
Ben Waxman and his wife Whitney Reynolds are the founders and owners of American Roots, which has primarily been a business-to-business manufacturer of hoodies, sweatshirts, t-shirts, and quarter-zips of both heavyweight and lightweight fabric.
American Roots is now in its second season of manufacturing fan gear for the National Women’s Soccer League Players Association (NWSLPA). The company designs and manufactures t-shirts, pullover hoodies, and sweatshirts for the 14-team league’s player’s association and star players like Alex Morgan, Lynn Williams, and Lo’eau LaBonta.
“We teamed up with One Team Partners and NWSLPA executive director Meghan Burke after attending the league championship in San Diego in 2023,” said Waxman. “It was an incredible game. It was like something out of “The Natural.” It was Megan Rapinoe’s last game where she blew out her Achilles in the first 10 minutes of the game. It went to overtime. There was a lot of drama.
“I was looking around the stadium, and I’m seeing working class people wearing garments that were made overseas that were not of the highest quality and certainly not of any original design. So, I saw that this was an exciting lane, and I said ‘yeah, let’s do this.’”
When Waxman and Reynolds began production at American Roots nearly 10 years ago, they had envisioned manufacturing for both business and for the retail market. The company has continued to grow since many of its business customers were seeking top-quality, durable clothing made from 100% American-sourced material by union labor.
“If somebody asked me my dream for American Roots, it would be that we become sustainable and profitable; and for our workers to have the benefits of a company that is growing; and that every American has the opportunity to buy a 100% American-made, union-made sweatshirt. It’s the best damn sweatshirt you will ever wear.”
American Roots’ 85 employees are members of the United Steelworkers (USW) Local 366. In addition to making fan gear for the NWSLPA, the team manufactures for major partners Unionwear of New Jersey and Bench Craft in Massachusetts. And when various unions need apparel, they seek out American Roots.
But its partnership with the One Team Partners and the NWSLPA is American Roots’ first inroad to the professional sports market.
“They have a lot of players who fought really hard to get a collective bargaining agreement and have some socially and morally conscious values,” said Waxman. “Our hope is that over time we can expand that into other players’ unions – men’s soccer, baseball, football, basketball and more.
“We can make a high-quality, really well-built sweatshirt with your favorite player’s name and number on there.”
“From a professional standpoint, there is nothing that I have done that is harder than this, but it’s the greatest thing when you walk into 40,000 square feet and turn the lights on, and people start punching clocks. And you see those people buying cars, buying homes, becoming citizens and their kids are going to college.”
Ben Waxman, American Roots co-owner and co-founder
American Roots is housed in a 40,000-square foot space in an old mill that encompasses two separate factories.
“Factory One houses all of our direct-to-garment manufacturing, sewing, quality control, cutting, and it also has the front offices,” said Waxman. “Factory Two has fulfillment, which is increasing. And it is also where we do our embroidering, printing, storage, and has a warehouse.
“We do it all right here, from start to finish. We are in the process of expanding to 50,000-square feet.”
There have been many ups and downs since the company began manufacturing, and Waxman had the wherewithal to keep moving forward despite obstacles in the economy.
When Covid 19 hit the United States, American Roots was able to pivot on a dime.
“March 13, 2020, the world was ending. March 14, we said we have to pivot and on March 16 we asked our workers to come in when the whole world was shut down,” said Waxman. “There were 28 people on payroll back then and we said, ‘If we can make the factory safe would you come back and make masks and face shields?’ Every single one of them stood up.”
It is quite apparent that Waxman lives and breathes American manufacturing, but it is no longer his number one mission in life.
“Looking back, our 10-year anniversary is this October and other than being a father, this is the hardest,” said Waxman. “I’m a dad first and a husband. We have three sons ages 8, 5 and 3. My wife and my kids are my world.
“My wife is the rock of the company. She has given birth to three children and has built a company. I do the sales and marketing, and she runs the factory. And we have an incredible team.
“We’ve been through a global pandemic, two economic downturns, and three administrations, and we are still standing. We are moving forward and the only thing that can stop us is ourselves.
“From a professional standpoint, there is nothing that I have done that is harder than this, but it’s the greatest thing when you walk into 40,000 square feet and turn the lights on, and people start punching clocks. And you see those people buying cars, buying homes, becoming citizens and their kids are going to college.
“You have to treat your people right. You have to bring them close to you. Your have to be able to count on them and they need to count on me.”
