Bill Ludwig and his business partners, a group of avid fishers, boaters, and golfers, noticed something as they were walking around ICAST, an annual fishing trade show. In terms of apparel, the fishing and resort apparel industry had grown complacent. While there was plenty to choose from, the offerings were leaving the group unimpressed.
“We walked through and started discussing starting our own brand,” says Ludwig. “One of my partners lamented that there was no need for another performance brand. But I said, yeah, but look at the labels. There isn’t one manufacturer here with a label that says Made in USA.”
So they started one.
American Made Performance is a fishing and resort apparel company based in downtown Pontiac. Ludwig, the CEO of the company, says that all of its products are 100 percent made in the United States. The cotton is grown here, and the fabrics are woven and sewn here. He contends that they’re the only ones in the fishing and resort apparel industry to be able to make that claim.
The notion that people want 100 percent American-made products seems to have so far worked out for AMP. The company employs two dozen people at its downtown Pontiac manufacturing facility, an old bank at the corner of Saginaw and Huron streets. And Ludwig says that current revenue projections indicate that AMP will double that number within the next twelve months.
The company has partnered with Ryan Keene as its exclusive artist, which is another selling point for the brand, says Ludwig. Absent are the muted browns and greens one might expect to find in fishing apparel, instead replaced with bright colors and lively illustrations.
“It’s rare for a company to have unique selling propositions,” says Ludwig. “We have two. The United States and Ryan Keene.”