The new offerings from Edward Field

American Giant is an American success story: the San Francisco-based direct-to-consumer site has created a frenzy for its key product, a sweatshirt, that has been billed as “the greatest sweatshirt ever” on social media.

Since its founding in 2012, American Giant and its founder Bayard Winthrop, who produces everything in the U.S., has branched out into other products with additional success.

Now his brother Teddy is hoping to replicate that model with his own men’s accessories brand: Edward Field.

Teddy Winthrop worked with his brother on American Giant until deciding last year to create “a Day-Timer for the digital generation.”

He teamed with his friend Michael Menninger, who was looking for an exit strategy from his finance career, and together they created Edward Field.

Winthrop said that like American Giant, they set out to create one high-quality product that could address what they saw as the “phone-wallet conundrum.”

So Winthrop created a wallet that used a micro-suction technology to adhere the phone to the leather, along with several slots to hold credit cards and money. The wallets are manufactured in San Francisco and retail for $109 for leather and $69 for Cordura. A lizard option was recently added that will sell for $209.

“We want to focus on doing one thing well,” Winthrop said, noting that the wallets sold out completely on the day the e-commerce site went live.

As a result of this success, Winthrop and Menninger are now expanding the offering and today will introduce billfold wallets and cardholders in leather, lizard and Cordura with microsuction technology. They will retail for $49 and go up to $209 for the lizard. Additionally, a “wristlet,” or clutch side wallet for women with a hidden zipper is expected to be offered by February.

Winthrop said that Edward Field has no intention of wholesaling and will stick with its direct-to-consumer model. “We’ve had retailers from Europe and Asia reach out, but it’s hard to make the numbers work,” Menninger said, adding that producing at small factories in the U.S. leaves the brand with only a little wiggle room on price. “But if the numbers made sense, we would consider it,” Winthrop added.