Pontiac-based American Made Performance today announced a new line of fishing and resort apparel that is grown, woven, and sewn in the United States. Co-founded by industry veterans Bill Ludwig and Lou Mettler, the brand was launched to create high-quality outdoor wear domestically.
“AMP promises that every shirt, pant, and hat that we offer will be completely made in the USA,” says Ludwig, AMP’s CEO. “If people want to buy their fishing or resort wear from third-world countries, that’s cool. It’s a free country. We just think that there is a better way. The AMP way. The American way.”
In addition to being American-made, AMP’s clothing is designed to feature comfort, affordability, and unique designs. The clothing is made of fabrics that offer SPF 50+ protection, moisture wicking, and anti-microbial performance. The new AMP fishing line also features contemporary wildlife images of artist Ryan Keane.
“We were frustrated when we browsed various trades shows, seeing every article of clothing made in places like China, Vietnam, Honduras, or Guatemala,” adds Mettler, AMP’s co-founder and partner. “That frustration turned into a determination to make the finest fishing and resort apparel right here in America.”
No stranger to the clothing industry, Mettler was one of the original partners of Tommy Bahama and owned dozens of Hugo Boss and Ralph Lauren stores nationwide. Ludwig spent 30 years in advertising at Detroit-based Campbell Ewald, serving as chief compliance and COO, where he worked with such clients as Chevrolet, U.S. Navy, U.S. Postal Service, and Kaiser Permanete before focusing on the AMP brand.
AMP offers a lifetime warranty for their products performance. The company’s full line of apparel can be viewed here.