Hills rolls out American Spirit apparel with patriotic theme - Hills Department Stores Inc

Discount Store News, Oct 5, 1992 by Laura Liebeck

CANTON, Mass. - Hills, the regional discount chain based here, used its Labor Day circular to unveil a new private label apparel line called American Spirit.

With a red, white and blue striped banner and the image of an eagle emblazoned within the stripes, the circular, which broke on Sept. 6, proclaimed "This Labor Day Get The AMERICAN SPIRIT."

American Spirit is a line of basics for men, women, boys and girls and makes Hills the most recent addition to the cadre of retailers forwarding private label apparel programs. Hills' star spangled banner approach has a distinct Wal-Mart flavor and, as in Wal-Mart's newest private label, Sam's American Choice, uses the word "American" in the name of a merchandise line. Sam's Choice, however, is not an apparel label.

The only other discounter to offer a patriotic theme for apparel is Rose's, which recently introduced its Home Grown Southern Sweats program. A fleece program, Home Grown is made entirely in North Carolina.

American Spirit consists of basic, casual merchandise: socks (anklet, fashion, athletic and casual); sweaters (cotton men's and acrylic shaker stitch for women and children); turtleneck shirts (solid colors in a cotton/polyester blend); heavy-weight acrylic fleece for boys (long and short bottoms and long and short-sleeved tops); and infant and toddler turtleneck shirts and corduroy pants in a cotton/polyester blend.

The Hills circular presents American Spirit as a brand offered exclusively at Hills and not as private label Hills merchandise.

Precise information on American Spirit such as exact sku count, rollout plan and line extensions was not available. Hills executives said they couldn't comment due to Chapter 11 restrictions.

Hills filed for Chapter 11 protection in early 1991.

What's most interesting about American Spirit is Hills' emphasis on each item's made in America origins.

Not only does Hills apply a "Crafted With Pride in U.S.A." stamp next to the American Spirit items in the circular, but also notes next to the photos where the items were made and how many Americans are employed at those plants.

For example, on the cover of the Labor Day ad, Hills wrote: "The American Spirit items on this page are proudly made in 10 American factories, employing over 4,600 American workers."

On page 3, which features a group of boys in American Spirit fleecewear, the company asserts: "These quality American Spirit fleece and turtlenecks are proudly made at Andover Togs in Scottsboro, Ala., by 1,500 American workers."

Next to a photo of two casually clad toddlers, also on page 3, a box reads: "American Spirit corduroy pants are made at Pixie Playmates in Largo, Fla., by 250 workers."

On page 2: "Other stores make noise, but Hills really does it . . . We have more Made in USA than any discounter! We're committed to our country and its workers. That's why it has always been our policy to Buy American' whenever we can assure high quality at a value price."