Options available when purchasing your ALA branded items

Posted On: Monday, 29 November 2021

Branding ourselves in public as the American Legion Auxiliary is important for getting our name out to communities so people know who we are, what we do, and why we matter. Branded clothing, jewelry, bags, and more with the ALA emblem can also help recruit potential members. 
Where to buy branded materials
A division of The American Legion National Headquarters, American Legion Flag & Emblem Sales gives financial support to American Legion Family programs that enhance the quality of life for America’s veterans, military, and their families. Purchases through here help support the Family.
With items geared toward all parts of the Family — Legion, ALA, Sons of The American Legion, and American Legion Riders — there is plenty to find for everyone. 
The three most popular ALA-branded items are the three-quarters sleeve blouse, clear rhinestone T-shirt, and allegiance polo. 
“We are developing new items year-round,” said Kevin Carothers, marketing manager for Emblem Sales. “I encourage members to check the ‘new items’ section of the Emblem Sales website.” 
Most new items come directly from member suggestions, he added. Those ideas can be emailed to emblem@legion.org
“Every purchase of Auxiliary-branded merchandise gives financial support to both American Legion and American Legion Auxiliary programs and activities that help America’s veterans and military families in need, as well as educational and citizenship programs for America’s youth,” Carothers said. 
To view items at Emblem Sales, visit www.emblem.legion.org or call 1-888-453-4466 for customer service assistance.
Another place to shop for ALA-branded apparel and products is Lands’ End Business. Members can shop here for high-quality clothing and merchandise that can be branded with the ALA emblem by shopping in a custom storefront. Discount promotions are also offered through Lands’ End Business. 
“We hear a lot of feedback about wanting more branded attire and products, as well as additional Junior member and American Legion Auxiliary Foundation branded products, so ALA Executive Director Kelly Circle really took that to heart,” said Madison Maves, National Headquarters’ Development Division director. “We were able to connect with Lands’ End Business and felt like they were a great fit for our brand. They also wanted to be so much more than just a clothing provider, but a true partner for us.”
Having this option as well gives members variety, with hundreds of styles and colors to choose from. 
“If there are Lands’ End products on the main site that aren’t on our ALA site, absolutely call and ask them,” Maves said. “Same goes for kids’ clothing — just give them a call, and their customer service will be happy to help. They have been a really great partner, and we look forward to seeing lots of branding opportunities for our members.”
To start shopping today, visit https://business.landsend.com/store/ala/ or call 1-800-920-1471.
Avoid buying branded items from these places 
Online shoppers need to know that products they see displaying the ALA emblem and other American Legion Family brands on e-commerce sites like Amazon.com and Wish.com are almost always illegally marketed. 
These products are typically counterfeits, often made in foreign countries, and they violate U.S. copyright and trademark laws. When people buy these unauthorized American Legion Auxiliary products, the resources needed for the ALA to assist veterans, military, and their families are lost.

So, what can you do? The main thing is to buy branded items only from Emblem Sales and Lands’ End Business, not these other unauthorized e-commerce sites. And spread the word to your fellow members!
The administrative side of things: emblem approval process 
Use of the American Legion Auxiliary emblem is controlled by the national organization but first should be submitted to the department secretary. The emblem usage request form is available at www.ALAforVeterans.org and requires the following information: 
1) Requesting person’s email address and unit/department 
2) Manufacturer/printer’s name and email address
3) The product name, exact number being ordered, and intended use 
4) A mockup of what the product with the emblem will look like 

The department secretary will forward the request to ALA National Headquarters. Additional quantities require a new request form. 

The letter authorizing use of the emblem by the national secretary must be issued to the manufacturer and will be sent directly to the manufacturer. Copies of the authorization letter will be sent to the department secretary and the person making the request if that information has been provided. 

Any other use of the name “American Legion Auxiliary” or the emblem is subject to the approval of ALA National Headquarters. These restrictions apply equally to the emblems of The American Legion and the Sons of The American Legion. 

ALA Mission

In the spirit of Service, Not Self, the mission of the American Legion Auxiliary is to support The American Legion and to honor the sacrifice of those who serve by enhancing the lives of our veterans, military, and their families, both at home and abroad. For God and Country, we advocate for veterans, educate our citizens, mentor youth, and promote patriotism, good citizenship, peace and security.