The New York Times wanted to offer a line of retail apparel to help build brand equity with their online subscribers. Online subscriptions trend toward a younger demographic and the apparel needed to reflect this.

All-Ways presented a complete range of trendy, fashionable brand name clothing lines. The Times chose to feature two retail labels, American Apparel and Alternative Apparel. The items chosen feature men’s and women’s tee shirts and hoodies as well as options for toddlers and newborns. Their online store has seen a large increase in sales in large part due to the fresh line of apparel. The Times plans to expand this new market and cultivate more sales from the digital community.