The Super Bowl is a moment of pop culture for the entire country, and you might even say for a lot of the world, so our participation in that as an advertiser is part of what keeps us in the fabric of life.
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.