The hometown factory is the Victor. This is a big one.

Rarely does a brand come along that hits every single note perfectly. The guys behind Noble Denim recently launched an exciting new venture called Victor, which goes way beyond just making clothes. What Victor is doing is looking to help save a factory, revitalize a town, and if successful, bring back American garment manufacturing in the Southeast. It’s more than just a noble (punny, I know) undertaking, it’s also simply great product.

Knowing the people from Noble denim as I do, I can say that they consistently impress me with their creativity, kindness and the level in which they execute. They are an altruistic bunch operating in a world where seemingly anyone can found a brand with their “perfectly curated” Instagram account and feel as if they are changing the world. But Chris, Abby, Christman and Sam have pushed forward designing and producing some truly excellent product at a fair price. They are at the same time also helping to save jobs and an entire factory town. And it’s more than just good marketing, they have the manufacturing and design chops to back it all up.

There’s no big financial support to either of these ventures, both Noble and Victor are 100% pure bootstrap situations. As someone who sees start up brands by the dozens, I can say that what Victor (and Noble by proxy) is doing is special. I take an endorsement seriously (in strict adherence to my no-assholes and no-bullshit rules) and would never advocate people spending their hard earned dollars (the collection prices range from $25 to $90) on something just because I am friends with them. Supporting Victor is worth it on every level; support American manufacturing, help good people build a business and promote good-looking (and well-priced) product.

Because a perfectly curated Instagram isn’t going to help save a struggling Tennessee town. It’s going to take the hard work and good intentions of companies like Victor. You can support Victor, buy some great looking American made athletic clothing and back the brand launch here.