WORN TO RUN: Supporting domestic industry has become one of the key subjects of the French presidential elections. Various candidates are putting their money where their mouths are by ordering locally produced campaign T-shirts, despite a cost three times higher than Chinese imports.
Breton firm Armor Lux is benefitting from this trend and has already produced some 17,000 T-shirts for different political candidates. The company has set aside capacity for a total of 100,000 units between now and the end of the elections in May, a spokesman said. Business to business — in which the campaign T-shirts fall — represents some 40 percent of the firm’s activity. And despite the fact that some 60 percent of the company’s production is outsourced in emerging markets, the spokesman affirmed that the T-shirts in question are most definitely 100 percent made in France.
This story first appeared in the March 14, 2012 issue of WWD. Subscribe Today.