“Together Talks” #101: Authentically American

Some Background on Authentically American

Today's edition of "Together Talks" campaign, KLS had the opportunity to speak with Authentically American and Dean Wegner, Founder. In 2017, Army Ranger and Aviator Dean Wegner created Authentically American? to help bring jobs back to America by selling competitively priced, premium branded apparel.

Their initial focus is on providing Corporate and Organization Branded Apparel and Accessories. Their expertise, high-quality products, and superior customer service position them as the preferred Made in USA partner for all-size companies, nonprofits, teams, schools, and events!

All of their shirts, jackets, socks, hats, and accessories are Made in America, so you, your business, school, or non-profit organization can be confident you're supporting American workers when you buy from Authentically American.

Priorities

Dean was a graduate of West Point Academy. Aviation was his branch after graduation which was followed by Ranger School. He spent 7 years active duty. After leaving the service Dean found work for Procter & Gamble and MARS. Fortune 500 companies were all he knew as his Father had worked within the space for over 30 years. However, Dean felt a need to try his hand at being an entrepreneur. He found that path through acquisition in 2012 when he acquired a company who made dress uniforms for the military.

While Dean was running his new company he kept coming back to a question, "What if I made an intentional choice to produce here, in the USA?" With that foundation, Dean came to the realization that he could quit chasing government contracts with his current business and instead start from scratch and build a brand. Dean told us he lives by three values, "God. Family. Country." Dean and his wife have been married 29 years with 4 children. Their 4th child was adopted from Ethiopia in 2012. Dean shared that there are over 150 million orphans in the world, and him, his wife, their family had a desire to make a difference.

That singular theme would be the motto behind creating his company. He would intentionally produce here in the country he served for and build an economic brand. Unbelievably, Dean shared a staggering stat with us, "When I graduated from West Point in '93, over 50% of clothing was made in America. Today that number is 3%." Dean and Authentically American want to change that.

Ranger School lessons

Running a company and then building one from scratch required a lot of work, effort, and sacrifice. Dean said that without his time serving, specifically in Ranger School, he is not sure he would have survived with his business today. He first described for us at its core it is a leadership course, mixed with military doctrine and tactics. The test is 72 straight days deprived of mainly food and sleep and then placed in difficult situations. Each individual is given only 1 meal per day and 2-3 hours of sleep. Out of 340 students only 70 successfully completed it.

"Enduring that is a reflection that I can accomplish most anything. But despite everything I learned from my time there, the most valuable lesson I took away was life can be challenging and difficult, so don't do it alone. At Ranger School you're assigned a ranger buddy. I still keep in touch with mine, Marine Corps Infantry Sergeant, Roy Bacci.", Dean told us.

Dean explained that the name was a representation of who they are and who they strive to be. He said many companies will play games with products designed in the US or assembled in the US for the marketing ploy. There is no tricking their customers though. In total, they have 11 states across the US for their products. Everything is made and produced here in the US, "Each item bought from Authentically American is creating American Jobs." Dean shared.

In addition to starting a new company in such a saturated market, Dean said they had to go through some growing pains. One was learning how few consumers care where their clothing is produced. This coincided with the company trying to figure out where their brand resonates. Coming out of Covid, they made a great realization that would change the trajectory of their company. Dean explained, "We realized we can't be all things to all people. We understood riches are the niches. We understood who our brand resonated with and could gear our marketing efforts to be very targeted."

Authentically American discovered that their community was veteran-owned businesses and charities supporting veterans. Pride of country and supporting this country made the alignment of values a perfect fit. Dean said this one change has put them in position to thrive moving forward.

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Quality

Dean said regardless of how good a product is it takes one thing to close and retain a customer, product experience. Luckily for Authentically American they not only provide a terrific product experience, but it is backed by amazing products. Their top selling item are their USA themed socks. A television host wore them on the broadcast and in front of 2 million viewers said they were his favorite socks. Dean said there was one key thing he did, "He didn't mention how we were made in the US, instead he said we are his favorite pair because they are so soft, comfortable, and have such a fun patriotic design."

Dean said this is how they sell their products. They show the benefits and WOW factor first. Once the consumer is interested and likes the product they get to take it home with stating that it is made here in the US.

Tunnel to Towers was another pivotal moment for Authentically American. Dean shared with us how this foundation was created. It was birthed out of 9/11, a firefighter who was not working heard what was happening and tried to get to the towers. However due to traffic he could not. He put on 60 lbs of his gear and ran 5 miles. Tragically he lost his life. Yearly they ran a memorial run in his honor. Fast forward to today they have raised over $200 million.

Dean told us a year and a half ago he was introduced to their marketing officer, Larry Olson. Larry told Dean that they only serve Veterans and First Responders. He was sure that their apparel was American made. He grabbed a few items in inventory and was shocked when nothing was American made. He gave Dean and Authentically American a chance with a short run of miscellaneous items. The feedback was tremendous. Then the craziest thing happened Dean shared, "He called me about 6 months after we started working together. He said you won't believe what I just got in the mail. Everyone who donates a minimum level gets a hat. A proud Veteran received his hat in the mail, opened it, saw there was a made in China tag. He cut it to shreds and mailed it back to the foundation with the note, "Shame on you"."

Authentically American had indeed found their community. Riches to Niches.

Make a difference

Finding their community for the brand to resonate was a challenge. Dean and his team assumed that because they were of the 3% that is American made, everyone will love the brand. Sadly most don't care, which birthed their tagline, "Where is yours made?". But they took this adversity and turned it into an opportunity with laser focus on their ideal target customer.

Dean was still skeptical, he thought that Veteran only businesses would be too small of a market with only 1% of the population who serve. He however learned that there are 400,000 Veteran-Owned businesses with over 10 employees. Also there are over 40,000 Veteran-Owned charities. Authentically American is currently working with less than 1%, which gives them such optimism.

Running his company Dean said what he enjoys most is the opportunity to make a difference. Working with companies and individuals who support their cause is creating tremendous partnerships. He said another aspect is creating sustainable American jobs. And with that he said the ability to make a difference for their entire team and employees, "One of our employees just bought her first house. Being able to contribute to that by providing her with a job and career is really unique and special." Dean shared.

Dean said one of his greatest lessons is realizing that people do care, you just have to find the right people who care. All of these lessons he is learning along the way he hopes just continues to build the foundation of Authentically American. Dean confessed he doesn't view himself as a serial entrepreneur. What is driving him is the legacy. He hopes that for generations to come this company is tied to his family and will continue to make a difference that is Authentically American.

Piece of Advice

The conversation with Dean ended with him sharing his piece of advice.

"Not going at it alone, but find your Ranger Buddy for work, for life. Also, and I share this with my kids, find something you truly love and are passionate about. Find that one thing that excites you and energizes you because you truly believe in it."

Buy from Authentically American today and use the promo code below!

FOUNDER ---> 25% off

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In Closing

KLS wants to thank Dean Wegner, Founder, of Authentically American for today's "Together Talks" feature. Follow along for their journey with their social handles below!

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