How did a South Carolina cotton farmer transform his crop into a successful clothing line. What challenges did he face in creating a fully local production process. Why is the concept of “homegrown” apparel gaining popularity among consumers.
The Birth of Homegrown Cotton: A Farmer’s Innovative Approach
Atwood “At” McIntosh, an eighth-generation cotton farmer from Williamsburg County, South Carolina, identified a gap in the market: the scarcity of cotton clothes that were verifiably grown and manufactured in the United States. This realization led to the inception of Homegrown Cotton in 2014, a business venture that would revolutionize the concept of locally-produced apparel.
McIntosh’s journey began in 2012 when he toured Cotton Incorporated’s research center in Cary, North Carolina. This visit sparked his curiosity about the post-gin journey of his cotton, ultimately inspiring him to develop a finished product using his own crop.
The Local Food Movement Inspires Apparel
Drawing parallels with the growing interest in local food, McIntosh hypothesized that consumers would be equally enthusiastic about locally-produced clothing. He explains, “People are big on local food. They want to see exactly where it is grown and where it comes from. I thought the same would work for cotton shirts.”
From Field to Fabric: The Local Production Process
McIntosh’s commitment to keeping the entire production process as local as possible is evident in the journey of his cotton from harvest to finished product:
- Ginning: Tri-County Gin in Salters, SC
- Spinning: Hill Spinning in Thomasville, NC
- Knitting: White Plains Knit Fabrics in Jefferson
- Dyeing: South Fork in Lincolnton, NC
- Cutting, sewing, and embroidering: Craig Industries in Lamar
This localized approach not only ensures quality control but also supports local industries and job creation. McIntosh emphasizes, “I wanted to keep it all as local as possible to create local jobs and make a local product every step of the way.”
The Art of Growing High-Quality Cotton for Apparel
Producing cotton for high-end apparel requires a different approach to farming. McIntosh explains, “For the shirts, you farm your cotton a little differently. You focus on fiber quality first, over yield.”
Key Factors in Cotton Quality for Apparel
- Staple length: The primary factor spinning mills look for
- Micronaire: An important measure of fiber fineness and maturity
McIntosh’s dedication to quality is evident in his choice of cotton varieties. He initially used DP 1321 for his shirts and later switched to DP 1555, specifically planted for shirt production. He notes, “Upland varieties really are catching up with pima varieties in terms of quality. They have come a long way in terms of quality which you need to make high quality shirts.”
Branding and Marketing: The Homegrown Cotton Story
Creating a successful brand requires more than just a quality product. McIntosh’s MBA from Francis Marion University proved invaluable in developing a comprehensive business and marketing strategy for Homegrown Cotton.
The Power of a Name and Logo
With the help of a former marketing professor, McIntosh settled on the name “Homegrown Cotton” after considering hundreds of options. The logo, featuring a cotton boll with an outline of South Carolina, effectively communicates the brand’s local roots and unique selling proposition.
Leveraging Social Media and E-commerce
Homegrown Cotton’s marketing strategy heavily relies on social media, with the brand amassing 6,500 Facebook likes in just four months. The company’s website, www.homegrowncotton.com, facilitates nationwide sales, allowing customers to order shirts from anywhere in the country.
Product Range and Expansion
Homegrown Cotton’s initial product line consisted of high-quality men’s polo shirts in four colors: light green, light blue, black, and natural (undyed). The brand has since expanded its offerings to cater to growing demand and diverse preferences.
New Colors and Sizes
Responding to customer requests, McIntosh has introduced new colors, including Clemson orange, Carolina garnet, white, and coral. Additionally, the brand now offers an XXL size to accommodate a broader range of body types.
Future Product Lines
McIntosh plans to diversify his product range by introducing:
- Cotton t-shirts featuring the Homegrown Cotton logo
- Women’s shirts
The Impact of Homegrown Cotton on Local Economy and Sustainability
Homegrown Cotton’s business model extends beyond creating quality apparel; it contributes significantly to the local economy and promotes sustainable practices in the fashion industry.
Supporting Local Industries
By keeping the entire production process within the region, Homegrown Cotton supports various local industries, from ginning to textile manufacturing. This approach helps create and maintain jobs in the area, contributing to the economic vitality of South Carolina and neighboring states.
Reducing Carbon Footprint
The localized production model significantly reduces the carbon footprint associated with clothing manufacturing. By eliminating the need for long-distance transportation between production stages, Homegrown Cotton minimizes its environmental impact.
Promoting Transparency in the Fashion Industry
Homegrown Cotton’s commitment to transparency allows consumers to trace the journey of their clothing from the field to their closet. This level of transparency is increasingly valued by consumers who are concerned about ethical and sustainable production practices.
Challenges and Opportunities in the Homegrown Apparel Market
While Homegrown Cotton has found success, the journey hasn’t been without challenges. Understanding these obstacles and opportunities can provide valuable insights for other entrepreneurs looking to enter the locally-produced apparel market.
Balancing Quality and Cost
Producing high-quality, locally-made apparel often comes at a higher cost compared to mass-produced alternatives. McIntosh faces the challenge of maintaining competitive pricing while ensuring the superior quality that sets Homegrown Cotton apart.
Educating Consumers
Many consumers are unfamiliar with the concept of locally-grown and produced clothing. Educating the market about the benefits of supporting local agriculture and manufacturing is an ongoing process that requires consistent marketing efforts.
Scaling Production
As demand for Homegrown Cotton products grows, scaling production while maintaining the local focus and quality standards presents both a challenge and an opportunity. Balancing growth with the brand’s core values will be crucial for long-term success.
The Future of Homegrown Cotton and Local Apparel Production
As consumer awareness of sustainable and ethical fashion continues to grow, brands like Homegrown Cotton are well-positioned to capitalize on this trend. The future of local apparel production looks promising, with several potential developments on the horizon.
Technological Advancements
Innovations in textile manufacturing and agricultural practices could further enhance the quality and efficiency of locally-produced apparel. From improved cotton varieties to more efficient spinning and weaving techniques, technology will play a crucial role in the industry’s evolution.
Collaboration and Partnerships
The success of Homegrown Cotton may inspire collaborations between farmers, textile manufacturers, and designers. Such partnerships could lead to a more diverse range of locally-produced apparel and accessories, further strengthening the “homegrown” fashion movement.
Policy Support
As the economic and environmental benefits of local production become more apparent, there may be increased policy support for initiatives like Homegrown Cotton. This could include incentives for local manufacturing or programs to promote sustainable agricultural practices in cotton farming.
Atwood McIntosh’s Homegrown Cotton represents more than just a clothing brand; it’s a testament to the power of innovation, sustainability, and local entrepreneurship. By bridging the gap between agriculture and fashion, McIntosh has not only created a unique product but also paved the way for a more transparent and locally-focused apparel industry. As consumers increasingly seek out sustainable and ethically-produced clothing, the story of Homegrown Cotton serves as an inspiring example of how one farmer’s vision can transform an industry and support local communities.
Homegrown shirts? South Carolina cotton farmer solves a problem
<p>Atwood McIntosh has marketed a line of polo shirts made from the cotton he grows in Williamsburg County, S.C. since 2014.</p>
As a cotton farmer, Atwood “At” McIntosh had a concern: It was next to impossible to find cotton clothes he knew to be definitively U.S. grown and made. He’s set out to fix that problem.
In 2014, McIntosh’s idea to make polo shirts from the cotton he grows on his farm in Williamsburg County, SC, became a reality when he launched his cotton shirt business Homegrown Cotton. He wanted to make sure the entire process was as local as possible, from the time his cotton left the gin to the finished product.
In 2012, McIntosh toured Cotton Incorporated’s research center in Cary, N.C. and became interested in what happens to his cotton when it leaves the gin. This sparked the interest in trying to develop a finished product with his cotton.
“People are big on local food,” the eighth generation farmer says. “They want to see exactly where it is grown and where it comes from. I thought the same would work for cotton shirts. . I wanted to turn to local industries to make the shirts, not have the shirts travel halfway around the world to be woven, dyed and sewn.”
So last year, when the cotton harvest was complete, McIntosh went to his gin and selected his highest quality bales that could be made into high-end, high quality men’s polo shirts.
After the cotton is ginned at Tri-County Gin in Salters, the lint is spun into yarn at Hill Spinning in Thomasville, N.C. The yarn is then knitted at White Plains Knit Fabrics in Jefferson and the fabric is dyed at South Fork in Lincolnton, N.C. The shirts are then cut, sewn and embroidered at Craig Industries in Lamar.
“I wanted to keep it all as local as possible to create local jobs and make a local product every step of the way,” McIntosh says.
A number of South Carolina retailers sell his shirts and McIntosh gains a number of sales from his website, www.homegrowncotton.com. “I ship shirts all over the country. A lot of people from South Carolina who have moved away order shirts so they can have a piece of home,” he says.
Social media is important for marketing, and Homegrown Cotton has 6,500 “Likes” on Facebook in four months, McIntosh says. He also plans to advertise in statewide magazines to promote his locally grown and made cotton shirts. “The idea is to promote a locally made, high quality farm product,” he says.
Last year, McIntosh used the variety DP 1321 for his cotton shirts. This year, he planted DP 1555 specifically for the shirts. “Upland varieties really are catching up with pima varieties in terms of quality. They have come a long way in terms of quality which you need to make high quality shirts,” he notes.
The shirts come in light green, light blue, black and natural, which is not dyed and does not go through a bleaching process.
The shirts come in light green, light blue, black and natural, which is not dyed and does not go through a bleaching process.
“For the shirts, you farm your cotton a little differently. You focus on fiber quality first, over yield. Staple length is the main factor spinning mills are looking for and micronaire is important too,” he adds. “The large clothing manufacturers shoot for a standard product. They take good quality cotton and blend it with lower quality cotton whereas I’m trying to use only the best quality cotton I can produce.”
Through it all, McIntosh’s MBA from Francis Marion University in Florence came in handy. He came up with a business plan to find a way to profitably market his shirts. With the help of a former marketing professor, he came up with the name “Homegrown Cotton” and the unique logo that adorns his shirts.
“I thought about using a tree or a bird or a fish on the shirt, but she said that has nothing to do with cotton. She helped me realize that cotton had to be in the logo and it had to be in the name. We went over hundreds of names before we decided on that simple sounding name, Homegrown Cotton,” McIntosh said,
For his shirts, McIntosh came up with a unique, eye catching logo that shows a boll of cotton with an outline of the state of South Carolina to represent where the cotton comes from and where the shirt is made. “This makes it different and unique,” he says.
The shirts come in black, light blue, light green and natural. Natural is not dyed and does not go through a bleaching process which gives the shirt a unique look. McIntosh is now adding more colors, including Clemson orange and Carolina garnet, white and coral. “I’m also adding an XXL size. There have been a lot of requests for that,” he says.
McIntosh plans to add a cotton t-shirt line with his logo and maybe some women’s shirts as well.
McIntosh says he is growing his business “one step at a time.” He is focusing on the local markets first before expanding out further. Farming is still job #1 for McIntosh with his shirt business as a sideline business. McIntosh also is a commercial pilot.
McIntosh uses the Seal of Cotton on the label and Cotton Incorporated helped him design the tag and provided technical help in making his cotton shirts. His shirts are Certified SC Grown by the South Carolina Department of Agriculture and are the only cotton products that have that certification.
McIntosh is pleased with the progress his new business has made and credits the support of family and friends for making it all possible. “It all turned out better than I expected. I am pleased with the quality of the shirts and I have had nothing but compliments on them.
To learn more, log on to www.homegrowncotton.com.
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