Save Our T-Shirts First: The Made in America Store

Thanksgiving is a day of tradition and ritual for Americans. And Black Friday is a day of tradition and ritual for some Canadians, that is, my family. On Thursday Americans carve a turkey, and on Friday the Hunters order fried chicken. On Thursday Americans give thanks, and on Friday the Hunters curse LSU's irritatingly deep football team. On Thursday many Americans ignore the troubling colonial baggage of the holiday, and on Friday the Hunters ignore the moral bankruptcy of the NCAA, the BCS, and the culture of collegiate athletics in the US as a whole. But on both days all parties watch football, because that is the American way. And if you don't love it... you can leave it!


That's a product from the Made in America store. Store motto: "Because China is a Long Drive to Work!" Store location: Elma, NY. There were ads for this place during commercial breaks on Buffalo, NY television, so it's not an elaborate Internet hoax. There's really a faux-Colonial outlet where you can buy confusing (but 100% American-manufactured) shirts that have a picture¹ of the flag-raising at Iwo Jima and the slogan: "The United States of America... Love it or leave it!" But leave what? Iwo Jima, which is a Japanese island? Shouldn't that ellipsis be a colon? Perhaps not? Ah, questions.


But while I would love to sit here and play smug Canadian about this store and its products... I can't. Well, at least I can't until I mention this artwork depicting Jesus comforting a crying Santa in front of a memorial to the victims of 9/11. That's just whack. But the store is a reaction to a real problem, as the manufacturing sector has crumbled in the US, taking the middle class down with it. Writing up a protectionist shopping list may not be the solution to the problem. And a quick glance at the online store shows just how untenable it would currently be- ladies wanting closed-toe shoes are shit out of luck, for starters. The only footwear they sell "for her" are the Okabashi Maui Hot Pink Sandals. But this store's existence is still a sign of engagement with the problem, even though direct political action might be more efficient than purchasing a pair of Maui Hot Pink Sandals before a long, cold winter.

There's also an emotional fulfillment that the Made in America store is selling, along with its t-shirts. In oh so many ways, the MIA store aesthetic of stars, stripes, and servicemen is the complete opposite of Etsy's "put a bird on it"² look. But deep down, the motivations of shoppers may not be so different. Not only is it easy to go through life without making anything yourself, it's almost required. And without those manufacturing jobs, you may not be making anything at work either. Divorced from the labour needed to produce stuff, even though not from the labour required to buy it, we value our stuff less. We don't feel connected to the stuff. But through these two means, shoppers can experience that connection with our stuff again just by "knowing" the maker. At the MIA store: an imaginary community decided by the country of manufacture. In Etsy world: the redheaded chick with the severe bangs who makes felt hedgehogs.

1. Actually, it may be a photo of a stature of the iconic photo of the flag raising at Iwo Jima, which is just confusing to write.
2. Portlandia, IFC.