Over-the-Rhine-based Noble Denim
plans to launch a new clothing line, Victor Athletics, if its Kickstarter campaign
succeeds. The second line will feature vintage-style athletic wear for men and women made from organic materials.
Co-founder Abby Sutton says the new brand is the result of two concurrent trends: customer feedback asking for lower-priced clothing and Noble’s factory asking for more work.
“Noble Denim has worked with the same partner factory in Tennessee
for the last two years, and our relationship with them is very important to us,” she says. “We are always focused on giving our factory as much work as possible, but we’ve been hesitant to expand Noble’s production too much because we wanted to keep our focus on limited-edition items.
“We stepped back and saw a gap. There are people telling us they are ready to buy U.S.-made clothing at a more accessible price and factories desperate for the opportunity to grow. That’s why we created Victor.”
Noble Denim and Victor Athletics will operate in tandem but with different products, styles and distribution plans.
Victor Athletics will be sold online and release new styles on the seasonal fashion industry schedule. Online distribution eliminates mark-ups and keeps consumer costs lower, Sutton explains. Noble Denim will continue its small-batch production and retail distribution, which she says will be expanding into new markets.
Victor Athletics is wrapping up an ambitious $100,000 Kickstarter campaign, the company’s first, and Sutton says they pursued it to allow early Noble Denim backers to have a sense of ownership in the company.
“We see the sad state of American clothing today as an issue that belongs to all of us, and we want Victor to be a brand where the customer is deeply engaged in helping us making the change,” she says. “It’s a vulnerable thing to be on Kickstarter, and it’s uncomfortable to be able to measure our success in a very public way. But we want our backers to feel that we are relying on them to make this happen, because we are.
“At the end of the day, no matter how amazing our products are, the statistics won’t shift until people see this story as important and as a story that belongs to them, too. It’s the people’s commitment to our factories that will give them work. Kickstarter creates an all-or-nothing environment where that kind of ownership becomes possible.”
With just a few days left to reach their goal, Sutton says the company’s most effective pitch is to point out that 80 percent of the clothes Americans wore in 1980 were made in the U.S. but that number is down to 2 percent today — causing small-town American factories to close as a result and harming thousands of workers and families.
“By choosing to employ rural American factories again, Victor prioritizes how the clothes are sewn,” she says. “In fact, we’re going even farther by giving 5 percent of our after-tax profit back to the factory to continue to invest in their workers and combat the impact of outsourcing.
“If you wear clothes and you live in America, our story is for you. Our values are important to us, but we also don’t think people should buy Made in America on sentiment alone. At the end of the day, we’re making really awesome clothes.”
The Victor Athletics Kickstarter campaign
ends on April 15.