We all have that favorite t-shirt or sweatshirt that we’d pretty much doing anything for. Chances are good if you look at the tag, its made by Gildan.

The company has traditionally manufactured unbranded garments guided by a philosophy of producing the highest quality products, even if that meant cutting into profits. This campaign kicked off a retail branding effort by making a connection to the way we feel about our favorite shirt, one that is probably made by Gildan.