As the old proverb goes, “necessity is the mother of invention.” Born out of a need for athletic-fit dress clothes, State & Liberty has revolutionized the menswear industry with innovation. Whether on or off of the course, athletes will find State & Liberty’s professional, high-performance, tailored athletic fit to redefine their expectations for style within menswear. Join us as we explore the inspiration behind its inception, its standout products, notable collaborations, effective marketing strategies, and plans for expansion.
AGM: What inspired the founding of your company?
S&L: State & Liberty was founded by two University of Michigan graduates who struggled to find dress shirts that fit their athletic builds that didn’t need extensive tailoring– slim fit was too tight in the upper body and standard fit was too loose and boxy. They set out to solve the issue by creating a dress shirt that provided more room in the upper body with a tailored waist, complimenting those that have a v-shaped build. Taking inspiration from athletic wear, all of the fabric features four way stretch and is moisture-wicking, wrinkle resistant and machine washable. Since its founding in 2015, State & Liberty has expanded product offerings to include performance polos, shorts, chinos, lifestyle wear and suiting, all having the same tailored athletic fit and made from the extremely comfortable fabrics that we’re now known for.
AGM: What’s your most popular product and why do you think it’s been so successful?
S&L: Our nylon/spandex blend polos have quickly become a staple item in our golf apparel. Made with an incredibly soft fabric that provides extreme stretch and lightweight comfort, these polos are a go-to choice for golfers. They are worn by numerous professionals on the PGA and Korn Ferry Tours. Designed for peak performance on the course, they can also easily transition to office wear or an evening out. With the great variety of prints we offer in this material, these polos have gained popularity due to their unique feel and flattering fit. A couple of distinguishing features include the structured collars and the two darts in the back that pull in the fabric to create a tailored look from every angle.
AGM: What marketing strategies have proven most effective for your brand?
S&L: We truly believe that the quality of our product speaks for itself, and we are always eager to get our apparel in the hands of our biggest supporters, our athletes and brand ambassadors. By giving them the opportunity to try our newest products first, we receive their valuable feedback and photos that help generate excitement within our customer base. These photos also provide marketing opportunities through our social media, one of our most important marketing tools. In today’s media saturated environment, we find that these quick product snapshots through posts and emails are the most effective way of capturing the attention of current and potential customers.
AGM: What partnerships or collaborations are you most proud of?
S&L: As a brand specializing in athletic fit menswear, designed to fit athletes perfectly off-the-rack, we are fortunate to have worked with 1,000s of professional athletes across most major sports who are brand supporters. Whether it’s Dylan Larkin wearing one of our overcoats into the home opener of the Red Wings, Tim Tebow rocking our stretch suits on the SEC Nation broadcast or Wyndham Clark wearing our polos on his US Open press tour, we are always proud to see our apparel being worn on the biggest stages of professional sports.
AGM: How do you plan to expand into new markets?
S&L: State & Liberty currently owns and operates 28 retail stores across the country in many major cities from New York City to West Hollywood. With each new store opening, we eagerly welcome a whole new market of men who have yet to experience our brand in person. We work diligently to provide great options for virtual support and fittings, but nothing is more impactful than being able to experience our stores. We find that we are able to fit many different builds, and once men try the brand on and figure out the best fit for them, they’re hooked. On average we open 6-8 new stores per year which gives us the opportunity for continued exposure across numerous markets.
Conclusion
State & Liberty is not only redefining golf apparel, but is also setting new standards for comfort, functionality, and style in menswear with its tailored athletic fit and innovative fabrics. As an AGM Vendor Partner, State & Liberty stands committed to supporting retailers and delivering unparalleled service to members and customers. AGM members are encouraged to explore State & Liberty’s products. To learn more, email rachel@stateandliberty.com.
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