In a world of fast fashion and overseas manufacturing, Dean Wegner, a West Point graduate and former Army officer, dared to be different. This Veteran-owned business aims to create an authentic American brand that produces high-quality apparel, revitalizes American manufacturing, and creates jobs for fellow veterans.
In this Veteran Led Podcast episode, we learn about the story of this Veteran-owned company with a mission that goes beyond profit.
After serving his country, he climbed the corporate ladder at giants like Procter & Gamble and Mars, gaining invaluable experience in marketing and branding. But something was missing – the feeling of making a real impact.
Leaving behind a comfortable corporate career, Wegner embarked on an entrepreneurial journey fueled by a desire to create something meaningful. Authentically American was born from a blank sheet of paper, a vision to build an iconic American brand that prioritized quality, ethics, and domestic production.
Building a Veteran-owned company from scratch presented countless challenges, from securing funding to establishing a reliable supply chain in an industry dominated by overseas manufacturing. Wegner remained committed to his vision and worked tirelessly to build a brand with a strong sense of purpose and authenticity.
But Wegner’s military background had taught him the importance of perseverance, adaptability, and mission focus. His leadership skills as a Veteran helped him develop a strong company with clear values and goals.
Authentically American isn’t just about selling clothes; it’s about making a difference. The company’s mission is deeply rooted in patriotism and a commitment to American workers.
In an industry where less than 3% of apparel is made in the USA, Authentically American stands out from the crowds, proving that it’s possible to produce high-quality goods domestically while creating jobs and supporting local communities.
Wegner’s vision has resonated with consumers who share his values. Authentically American clothing isn’t just stylish and comfortable; it symbolizes American pride and ingenuity. The brand’s success is a testament to the power of purpose-driven business and the growing demand for American-made products.
Wegner’s military experience has been instrumental in shaping his leadership style. He emphasizes the importance of teamwork, resilience, and adaptability – qualities honed in the crucible of military service.
“Ranger School was great training for leading a startup,” he says. “It was no sleep and incredible stress.”
Wegner draws parallels between his challenges in Ranger School and those he encountered as an entrepreneur, highlighting the importance of having a strong support network and mentors to help navigate difficult times.
His leadership philosophy is also shaped by his commitment to integrity and doing what’s right, even when no one is watching.
This principle guides his interactions with employees, customers, and partners, creating a culture of trust and accountability within the company.
Building a successful business is no easy feat, and Veteran entrepreneurs face unique challenges. Wegner openly shares his struggles and setbacks, offering valuable insights and advice for those who aspire to follow in his footsteps.
One of his key pieces of advice is to find a niche and understand your target customer. “You need to know who you’re serving,” he emphasizes. Authentically American found its niche by focusing on Veteran-owned businesses and patriotic consumers who value American-made products.
Wegner’s journey hasn’t been without its hurdles. In the early days of Authentically American, he faced numerous challenges, from securing funding to building a brand in a saturated market. He candidly recalls moments of doubt and uncertainty, times when it felt like the “sky was falling.”
His resilience and determination, cultivated during his military service, helped him navigate these difficult times. Wegner’s advice to aspiring Veteran entrepreneurs is simple yet powerful: “Find something that you truly love. Find something that you’re truly passionate about.” Passion, he believes, is the fuel that will keep you going when the going gets tough.
He also stresses the importance of leveraging your military experience. “Veterans understand there’s a mission… and they’re going to figure it out,” Wegner explains. This adaptability and problem-solving mindset, honed in the military, is a valuable asset for any entrepreneur.
Wegner’s leadership style is not only shaped by positive role models but also by the negative examples he’s encountered throughout his career.
He shares stories of leaders who lacked integrity, shirked responsibilities, or put their interests ahead of their teams. These experiences taught him the importance of character, humility, and putting your people first.
He believes that a leader’s primary responsibility is to take care of their team, ensuring their needs are met before their own. This servant leadership philosophy, while sometimes challenging, ultimately fosters loyalty, trust, and high morale among employees.
Wegner’s experience in Ranger School taught him a valuable lesson about the importance of teamwork and support. In the grueling environment of Ranger training, soldiers rely on their “Ranger buddies” for encouragement, assistance, and a shared sense of purpose.
In the business world, mentors and collaborators play a similar role. Wegner emphasizes the value of building a strong network of advisors who can offer guidance, expertise, and a listening ear when things get tough. “Don’t go it alone,” he advises aspiring Veteran entrepreneurs. “Find that mentor, find that business partner, find that advisor that’s going to help you through this journey.”
So, how does all this military experience tie up with the main goal of his company? Authentically, America’s brand identity is more than just a logo; it’s a symbol of patriotism, quality, and Veteran pride.
The company’s two logos, a vintage American flag and a stamp signifying “Authentically American”, are a testament to Wegner’s commitment to domestic manufacturing and his unwavering support for the American workforce.
The brand’s story resonates deeply with its target audience, particularly veterans and patriotic consumers. It’s a story of resilience, determination, and a belief in the power of American ingenuity. By weaving this narrative into its marketing and customer experience, Authentically American has created a loyal following that goes beyond mere product preference.
Dean Wegner’s journey with Authentically American is a shining example of how Veteran leadership, combined with a strong mission and unwavering values, can create a thriving business that makes a real difference in the world.
His company is not only producing high-quality apparel but also revitalizing American manufacturing and providing meaningful employment opportunities for Veterans.
If you’re a Veteran entrepreneur, Wegner’s story is a source of inspiration and practical advice. Remember, find your passion, build a strong team, seek out mentors, and never give up on your dreams.
Join the Veteran-led community and connect with other Veteran business owners who are making a difference in their industries and communities.
Remember, you’re not alone in this journey. The Veteran Led community is here to support you every step of the way.
Don’t hesitate to share your own experiences or reach out if you need guidance. Together, we can empower Veterans to thrive in their post-military lives. Tune in to the Veteran Led Podcast to learn more powerful and inspiring stories for Veterans and how they keep improving and contributing to our community.
Our monthly newsletter features about important and up-to-date veterans' law news, keeping you informed about the changes that matter.
