From Crayola to Coca-Cola, General Electric to Everlane, brands that craft on home soil are loved on home soil; 98% of Americans will buy US-made products. But what’s so good about the ‘Made in America’ label? Canvas8 sat down with 20 men and women from across the States to find out.

The Shinola brand was dead and buried less than a decade ago, but it’s now thriving as a modern exemplar of American cool, selling artisan goods hand-made in Detroit. Yet with authenticity so important to many shoppers, why aren’t people complaining about its manufactured heritage?

In honour of the 2016 presidential elections and just in time for the boom in summer beer sales, Budweiser has undergone a patriotic makeover. Now going by the name of ‘America’, the iconic beer brand is putting national pride directly into drinkers’ hands.

American clothing retailer Gant is throwing fun foreign words into its new catalogue’s ads. But more than helping English speakers expand their vocabulary, it's establishing itself as a global brand for a population that refuses to be pigeon-holed into a singular national identity.