Major brands across tech, fashion, and home goods are employing creative labeling strategies to downplay the "Made in China" origin of their products, instead emphasizing design and brand heritage from Western countries. This practice, while legally compliant, can create a perception of domestic manufacturing that doesn't fully align with the products' supply chains.
The trend, exemplified by labels like Apple's "Designed by Apple in California" and IKEA's "Design and Quality IKEA of Sweden," aims to leverage the positive associations consumers have with American and European design and quality standards (or German, in case of cars). While the mandatory "Made in China" label is still present, it is often in less prominent locations or accompanied by these more evocative phrases.
This marketing strategy is a response to a complex global manufacturing landscape where design and engineering may be centered in one country while assembly and production occur in another, predominantly China. For many companies, this is a way to bridge the gap between their brand identity and the realities of their international supply chains.
Here are some prominent examples of brands and the phrasing they use:
Apple is perhaps the most famous example, Apple products consistently bear the phrase "Designed by Apple in California" on their packaging. On the devices themselves, the smaller print will indicate they are "Assembled in China," which is likely a legal requirement more than a badge they proudly put there.
Quite ironically, Jony Ive once said it was important for Apple to "get design out of the way," and once even said that as a company, Apple "has always hoped to be defined by what (they) do rather than by what (they) say."
By now, this has likely become a trademark feature, a manufactured mark of legitimacy, an emblem of prestige. It may represent a revered symbol and cherished ritual within the transparent confines of Apple Park, elevated to legend status with its own venerated documents preserved in climate-controlled vaults.
- GoPro: The action camera giant follows a similar model, with packaging stating "Designed in California, Made in China."
- Fitbit: The fitness tracker company, now owned by Google, uses "Designed in San Francisco, Manufactured in China" on its products.
- Amazon: For its Echo devices, Amazon has used the phrasing "Designed by Amazon in California and Seattle, Assembled in China."
- Beats by Dre: The audio brand, also under Apple, has featured "Designed in Los Angeles" on its packaging.
- Anker: A popular electronics accessory brand, Anker explicitly states "Designed in America, Made in China" on some of its products.
- IKEA: The Swedish furniture behemoth emphasizes its design roots with "Design and Quality IKEA of Sweden," while the country of manufacture, often China, is listed separately on the product label.
- Nike and Adidas: While not always using a "Designed in" phrase on the products themselves, both major sportswear brands heavily promote their American and German heritage, respectively, in their marketing. The "Made in China" (or other countries like Vietnam or Indonesia) label is typically found on the inside of the shoe's tongue or on a small tag.
- MVMT: The watch brand uses the romantic notion of "Dreamed in California" on its website to describe its brand ethos, while the watches themselves are manufactured in China.
- Daniel Wellington: This popular watch brand highlights its European origins with "Designed in Sweden," while its manufacturing is based in China.
- Away: The trendy luggage company states its products are "Designed in New York, Made in China."
- Everlane: Known for its transparency, the clothing brand often includes details about the factories it works with, and its labels can read "Designed in San Francisco, made in China."
- Warby Parker: The eyewear company follows a similar path with "Designed in New York, Made in China" found on its cases and products.
Legal experts note that as long as the country of origin is clearly stated, these additional phrases are generally permissible. U.S. and E.U. law both mandate that the "Made in" label be conspicuous and not misleading to the consumer. However, the juxtaposition of a prominent "Designed in" statement with a less visible "Made in China" tag can subtly influence consumer perception, aligning the product more closely with the perceived innovation and quality of the design's home country.
