MAKING IT IN AMERICA

What does “Made in the U.S.A.” mean these days? One company’s odyssey suggests an answer.

There aren’t many success stories in 21st-century American manufacturing, but Slade, a journalist and bestselling author of Into the Raging Sea, has found one: an apparel firm called American Roots, founded by idealistic Ben and Whitney Waxman. They were determined to compete against cheap imports while paying their workers at good rates and with union benefits to make vests, shirts, and hoodies. When the pandemic hit, the firm pivoted to produce face shields and other protective equipment, reconfiguring their factory so workers could operate safely. The American Roots story shows that manufacturing in the U.S. is alive and deserves support, which makes it unfortunate that Slade often wanders away from the primary narrative. The text meanders for 100 pages before the company is established; after that, the author takes numerous detours to deliver diatribes on misleading official statements about masking made during the pandemic and “the demonization of unions, wrapped in the new mystical language of free trade.” Granted, a certain amount of background information and cultural context is welcome, but the amount of it here raises the question as to what the book is really about. Slade is on firmer ground when she examines the problems of running the company, from haggling with fabric suppliers and finding skilled employees to monitoring the bottom line. It was a constant battle between operational efficiency and social objectives, but eventually, the Waxmans found a balance. By the end of the book, American Roots is poised for the next step in its growth path. If Slade had been willing to tell the story in straightforward terms, this would have been a more readable, engaging book.

A sometimes illuminating but uneven examination of the current state of American manufacturing.