RiserUnited, a newly launched online clothing company from Dallas, offers customers a chance to “wear their values” by selling apparel that respectfully honors the American flag.
“We believe that when you rise for the flag, and you understand what the flag represents, it gives you a sense of gratitude,” said Alina Rubinshteyn, vice president of sales and brand engagement at RiserUnited, in an interview with FOX Business. “It’ll help unite us.”
The brand, which debuted on Flag Day in June 2024 and currently employs eight people, features a variety of men’s and women’s clothing such as shirts, hoodies, and fleeces. Additionally, the company sells household items like blankets and mugs that embody its “spirit of liberty and freedom,” according to the RiserUnited website.
RiserUnited’s logo—seen on many of its products—combines the image of a flag with the hand-over-heart gesture used during the Pledge of Allegiance. Yet, many of its items are designed to be “quietly patriotic,” Rubinshteyn explained.
“We don’t scream with large images of eagles and flags,” she said. “We want it to be a [clothing] line that people can dress up, dress down … yet be grounded in gratitude when they catch a glimpse of the logo.”
Quality fabric and unique designs are a priority for RiserUnited, Rubinshteyn added.
The brand’s top-selling product is “The Greatest American Hoodie,” a gray hoodie available in seven styles honoring the four Iowa-class WWII battleships—the USS Iowa, USS New Jersey, USS Missouri, and USS Wisconsin. The hoodie is made in America from American-sourced materials and is licensed by the U.S. Navy, Rubinshteyn said.
“We like to highlight history whenever we can,” she noted.
Founder Steve Needham created RiserUnited out of frustration with brands supporting divisive rhetoric, Rubinshteyn shared.
“There are a lot of disagreements, there’s discourse and there are protests,” she said. “We just don’t believe that protests—which are one of our rights and freedoms—should be taken at the foot of the flag.”
While some RiserUnited products are fully made in the U.S., parts of the manufacturing process are outsourced internationally. The company aims to increase its American-made offerings over time.
“We see it as an exciting challenge that we can look forward to,” Rubinshteyn said.
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