It could change ranges more quickly than rivals who imported, and was the first to bring innovative materials such as wrinkle-free fabric to the British public.

ECONOMIST: Textiles

Betina has found a way to modernize hand-embroidery techniques and indigenous materials like shell and pineapple weave fabric by playing on the strengths of her youth and her personal style urban with traces of influence from designers like Nicolas Ghesquiere, the team at Kenzo, Proenza Schouler, Givenchy and Alexander Wang.

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Needles pierce fabric and carry thread through it, allowing the user to stitch together materials.

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Because American Giant's supply chain can be traced all the way back to the US cotton fields, with fabric being specially woven and dyed for it, getting a new shipment of raw materials wasn't as simple as making a phone call and waiting for an overnight delivery.

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