T-shirts. Hats. Pins. Scarves. Buttons. Jewelry. There are hundreds of items available for American Legion Auxiliary members to purchase from American Legion Flag & Emblem Sales. 
 
Founded in 1919, Emblem Sales is an internal division of The American Legion National Headquarters. 
 
“When the American Legion Auxiliary was officially formed shortly after the Legion, the Emblem Division — as it was called — responded immediately by offering items specifically for the Auxiliary,” said Kevin Carothers, Emblem Sales marketing manager. “So, Emblem Sales has been a part of the Legion Family right from the very start.”
 
A highlight of purchasing from Emblem Sales: The proceeds come back to American Legion Family programs. 
 
“It’s one of the main reasons anyone can feel good about shopping with Emblem Sales,” Carothers said. “Our proceeds help to fund all the wonderful American Legion Family programs, initiatives, and activities that help our veterans, our military families, and our local communities. We also share those proceeds with all our Legion department headquarters, as well as with the Auxiliary National Headquarters.”
 
Focused on our military community, American-made products are of utmost importance. In fact, The American Legion passed a resolution in 2006 that says when sourcing products bearing the names and/or emblems of The American Legion Family, Emblem Sales is required to give preference to American-made products where quality and price are comparable.  
 
“This does make our job much more difficult, as we spend a considerable amount of time trying to source products that are affordably made in America, and, when forced to import, to avoid products made outside the U.S. — which our members have made clear that they do not wish us to carry,” Carothers said. “The same ‘Buy American’ resolution we follow also requires us to source American flags that are USA-made. We would never even consider importing American flags anyway.”
 
American flags are the largest volume category of merchandise Emblem Sales sells. Over 1 million American flags are sold each year, and all are made in the U.S., with U.S. materials, by U.S. workers. 
 
When it comes to ALA-specific products, over the last five years, Emblem Sales has paid over $300,000 in royalties to the American Legion Auxiliary, Carothers said. These royalties are a direct result of members purchasing Auxiliary merchandise.
 
A few of those members shared their Emblem Sales stories: 
 
Hilda Lindt, Department of Texas 
“My Emblem Sales catalog has a special place on my bookshelf,” Lindt said. “I ordered my very first Auxiliary polo from them and have been hooked ever since.” 
 
When she was a new Auxiliary member in 2017, Lindt started attending as many meetings as possible. She noticed several members were wearing Auxiliary clothing, necklaces, earrings, and more. She asked the post commander if he knew where she could purchase those items.

“He went into the office and gave me my first Emblem Sales catalog,” she recalled. 
 
Lindt has been ordering items ever since, ranging from apparel, scarves, totes, and stickers to hats, umbrellas, jewelry, and more. Lindt has even ordered personalized table coverings, pop-up tents, banners, and flags as special orders. 
 
“I love everything, but I especially love the jewelry,” she said. 
 
With so many options, Lindt orders items for her unit, gifts to give unit members and officers, and items for herself. 
 
With proceeds going back to the Legion Family, it makes shopping easy for her.
 
“It is a great feeling to know we are investing in ourselves and our veterans and that we aren’t giving our money to big box stores,” she said. 
 
For members who haven’t purchased from Emblem Sales yet, Lindt said now is the time to start.  
 
“I told a new member just the other day all about Emblem Sales,” she said. “We had last year’s catalog in the office at the post that I gave her to peruse. I told her where to go on the website to order her own copy of the catalog. I encourage all members to order from Emblem Sales. The quality is impeccable.”
 
Pat Plewa, Department of Wisconsin 
In 2003, Plewa and her husband moved to Wisconsin from Illinois, and wanted to wear apparel that showed their memberships in the Legion Family. 
 
“I have used the Emblem Sales catalog a lot for Poppy Day supplies, ALA pamphlets, pins, patches, badges, clothing, jewelry, children magazines for schools, and home flags,” Plewa said. “My husband, and now I, have purchased an outdoor flag for a motel in our town each year and they are very pleased with the quality and the price. Plus, the purchase helps support The American Legion Family. You can mention the post you belong to when you order.”

Like other members who order items from Emblem Sales, Plewa has a few personal favorites. 
 
“The ALA cap and cardigan I wear for ALA funeral services since I am unit and county chaplain, my new sweatshirt with the new logo, and my ‘honor and support veterans’ pin,” she said. 
 
Plewa buys for herself and her unit, such as Poppy Day canisters and ribbons to recognize members, and 100 Halloween books last year for distribution at the local schools. 
 
For Plewa, it’s about giving back through the monies that are returned to American Legion Family programs. 
 
“As an ALA member, I want to honor my World War II father, my Vietnam Era husband, and I want to serve our veterans, military, and their families wherever the money is needed,” she said. 
 
Patricia Wooden, Department of New York 
Wooden has been a member of the American Legion Auxiliary for five years. She has bought items such as different shirts in a variety of colors, which she wears on special occasions like Independence Day and Memorial Day. 
 
“None of them have faded, the prices are reasonable, and the shirts enhance your appearance,” she said about the products. 
 
She also has assorted hats with different styles and designs for the ALA events she attends. 
 
“I cannot forget my earrings that look like they were bought from Macy’s,” she said. “I love my apparel and jewelry.” 
 
Wooden encourages members to check out the inventory for themselves. 
 
“I recommend that if you need items to look great, go online and look into the Emblem Sales catalog,” she said. “You will be very satisfied with their products.” 
 

A closer look at Emblem Sales’ focus on the Auxiliary  
With a variety of items available for American Legion Auxiliary members, Emblem Sales provides great options for outwardly branding our organization. 
 
“In 2023, we sold almost 200,000 individual Auxiliary items, which included everything from apparel, jewelry, awards, booklets, pins, decals, patches — you name it,” Carothers said. “And that number does not include poppies — of which we sold over 750,000 last year.” 

The top three items units purchase from Emblem Sales are poppies, coloring books (Poppy, Halloween, and America The Beautiful), and apparel (T-shirts, polos, and blouses). Additionally, other popular items are patches, decals, Unit Guide Books, and membership pins. 
 
Emblem Sales is always developing new items. So, how does this division get ideas for new products?
 
“We rely heavily on member feedback,” he said. “We love suggestions. One thing that is great about our members is that they are vocal. They are not shy about offering their suggestions, which is awesome. We get lots of suggestions — either by phone, by email, or in person at meetings and conventions. We collect all of those suggestions, and once a year, we sit down and review them as potential new items. From that review, we build a shopping list of items we wish to pursue and develop in the upcoming year.” 
 
Carothers recommended checking Emblem.Legion.org often, as it’s the first place to see new items appear. 
 
For ALA members who want an item that is made on demand or not stocked, it can be requested. Emblem Sales handles approximately 1,000 special orders every year. If a member does not see something on the Emblem Sales website or in their catalog, they can contact the special orders staff at specialorders@legion.org or 1-866-632-7131. 
 
A love for all Auxiliary branded items has made ALA member Lindt set quite a goal for herself, which, in turn, will continue to greatly benefit The American Legion Family. 
 
“It is my goal to have Auxiliary everything in the catalog,” she said. “I won’t stop making purchases until I have achieved that goal.”