Benjamin “Ben” C. Russell
Benjamin “Ben” C. Russell (1876-1941) was born on a small farm in Tallapoosa County to Benjamin Francis Commander (B. F. C.) Russell, a decorated veteran who served under Confederate general James Longstreet, and Sarah Henderson Russell. In the early 1880s, the Russells moved to Alexander City from a nearby farm now covered by Lake Martin. Russell attended the University of Virginia, earning a law degree in 1899 and then marrying Roberta Bacon McDonald. He practiced law briefly in Birmingham, Alabama before returning to Alexander City to run the family mercantile business after his father suffered a debilitating stroke in early 1900.
Founding of Russell Manufacturing Company
At the age of 24, Russell founded the Citizens Bank (now part of Alliant Bank) of Alexander City. After a fire gutted the city’s business district in 1902, Russell rebuilt his bank and also set out in a new direction by founding Russell Manufacturing Company which was founded on March 2, 1902 in Alexander City.
The company began operations in a small wooden building with six knitting machines and 10 sewing machines operated by a dozen employees. In the first year of its operation, the company produced ladies’ knitted undershirts at the rate of 150 garments a day. The building did not even have electricity until 1912, relying on steam for power until that time.
World War I
The outbreak of World War I brought increased demands for cloth and yarn, and Russell’s company thrived. By 1925, the company had expanded its production to include long underwear, sweaters, athletic shirts, and ladies’ bloomers.
Russell’s passion for sports and his entrepreneurial spirit fueled civic pride creating jobs for his community, while later making uniforms for teams and apparel for athletes and began shipping throughout the United States.
Innovation of the Sweatshirt
In 1926, Russell’s son, Benjamin “Benny” C. Russell, came to his dad with a new idea for an all-cotton practice football jersey replacing the itchy, chafing wool uniforms worn at that time. Knowing the comfort and durability of cotton, the company began production on the iconic crew neck sweatshirt at Russell Athletic in 1930.
Acquisition of Southern Manufacturing Company
Russell continued to add to the companies lines of products and, although the company reportedly suffered losses during the Great Depression, Russell nevertheless decided to expand the business. In 1932 acquired Southern Manufacturing Company, which gave the company access to athletic team apparel, and providing football jerseys to a sporting goods distributor in New York was the company’s first venture. This was the beginning of the Russell Athletic division’s cutting and sewing operations. Russell began making woven athletic garments, including basketball, baseball, and football pants and jackets for teams across the United States.
The Great Depression
Although the company reportedly suffered losses during the Great Depression, Russell nevertheless decided to expand the business because in 1932 the company acquired full finishing operations; the expansion made the company one of the most fully in control of all stages of production in the world, according to one company historian. In 1938, Russell developed a screen-printing method that enabled it to print names, numbers, and designs on athletic uniforms.
World War II
During WW II (1939 to 1945) civilian textile manufacturing was curtailed to meet the company’s obligations under massive government wartime contracts, causing sales losses and financial hardships.
Passing of Benjamin Russell
Sadly, Benjamin Russell died on December 16, 1941. Russell was survived by his wife, Roberta Bacon McDonald, three sons and one daughter: Benjamin Commander (Bennie), Thomas D., Robert A., and Elisabeth Russell. Bennie, the eldest, took over the reins of the “mill” upon his father’s death. Thomas D. Russell, the next eldest son, assumed the presidency, and Robert, the youngest son, became vice president.
Passing of Benny Russell
By the end of WW II, the company’s machinery was in poor condition owing to shortages of replacement parts caused by the war. The end of the war also saw the death of Benny Russell, and his brother Thomas D. Russell took the helm. The company saw very little growth in the 1950s as the result of two economic recessions.
Russell Becomes the Largest Sports Apparel Manufacturer
By the 1960s, the company expanded and underwent other important changes. Russell Manufacturing Company’s athletic division had become the largest manufacturer of sports apparel and uniforms in the United States. In 1962, Russell Manufacturing Company changed its name to Russell Mills, Inc. and began using the American Eagle to represent its iconic brand image. In 1963, it became a publicly traded company. The rising popularity of T-shirts sparked the construction of a new sewing plant in Montgomery in 1966.
Continued Expansion
Thomas D. Russell retired in 1968, and passed the presidency of Russell over to Eugene C. Gwaltney. The company continued its expansion and the company enlarged its screenprinting facilities, obtained a yarn manufacturing plant in northeast Georgia, and opened a new distribution center in Alexander City. In 1973, Russell Mills, Inc. changed its name to Russell Corporation and expanded manufacturing across the Southern USA.
Little League Official Uniform
of In 1981, the company consolidated its knitting facilities into one plant and touted it as the most modern facility of its kind in the world. Dwight L. Carlisle became president in 1982 after Gwaltney was named chairman of the board, and the company expanded further with facilities in south Alabama and Florida. Russell Athletic became the official uniform of Little League Baseball and Softball in 1983.
Trading on the NYSE
On December 26, 1985, Russell’s Common Stock began trading on the New York Stock Exchange (NYSE). Russell began adding other businesses to its portfolio beginning with the acquisition of the Cross Creek Golf brand.
Fortune 500 Status
In 1987, Fortune Magazine listed Russell Athletic in the top Fortune 500 companies. And, in June 1988, Russell Corporation consisted of over 10,770 employees, representing an employment growth of 3,800 over an 8-year period.
Official Provider of Major League Baseball
In 1989, Russell Corporation expanded overseas with the purchase of Cloathbond Ltd. in Scotland. By 1990, the company operated 13 sewing plants outside Alexander City and employed 15,000 workers. Its sales had increased by 13 percent annually since 1976. Market analysts attributed much of the company’s success to its modernization strategy in the late 1980s and the early 1990s and its development and introduction of NuBlend, an innovative fabric that resisted piling, into its Jerzees line of sportswear. In 1992, the company’s success continued when it signed a five-year contract with Major League Baseball teams to be the exclusive provider of uniforms. In 1995, the company’s sales reached $1 billion.
Successful Restructuring
The late 1990s saw a decline in Russell’s successes as a result of more competition from an increasing number of companies in an overcrowded market. Under CEO and president John “Jack” Ward, the company underwent a major three-year successful restructuring.
Ranks 5th Among Apparel Companies
In 1996, Russell Athletic was ranked 5th amongst apparel companies by Fortune Magazine in total return to investors over the 10-year period 1986 – 1996. The company also opened a second headquarters in Atlanta in 1999. By the time the reorganization was completed, Russell had cut more than 6,000 jobs and moved nearly all of its manufacturing operations to other countries, primarily Mexico and Honduras.
More Growth with Acquisitions
The twenty-first century saw numerous ups and downs in Russell’s fortunes. In 2002, Russell celebrated its centennial by acquiring Moving Comfort, a manufacturer of women’s activewear. The next year, the company acquired Jagged Edge, a manufacturer of mountaineering and outdoor equipment, Bike Athletic Company, and Spalding Sports Worldwide Inc. In 2005, rising costs and declining sales caused financial setbacks that were exacerbated by damage to transported goods from Hurricanes Rita and Katrina. The company underwent another restructuring that resulted in a loss of another 2,300 jobs and the shifting of even more of its manufacturing outside the United States.
Russell Purchased by Berkshire Hathaway
In 2006, Russell Corporation was purchased by multinational corporation Berkshire Hathaway Inc. for $600 million and was made a subsidiary of the company’s Fruit of the Loom brand. John Holland became the company’s CEO after Russell’s acquisition by Berkshire Hathaway in August 2006.
Honduran Controversy
Following the purchase by Berkshire Hathaway, Russell became embroiled in controversy in 2008 and 2009, when a number of universities ended their licensing agreements with Russell in response to the company’s decision to close a unionized factory in Honduras. The Workers Rights Consortium, which consists of colleges and universities, accused Russell of being anti-union, and Russell initially denied the allegation, asserting that the plant closure stemmed from the general downturn in the global economy.
The company later acknowledged that it had violated the workers’ rights to freedom of association and initiated efforts to improve its worker relations, including provisions for third-party inspections of its factories. In November 2009, Russell reached an agreement with a Honduran union that included the establishment of a unionized apparel factory in Honduras, the rehiring of employees from its closed facility, and a commitment to collective bargaining.
Russell Reestablishes in Alexander City
In January 2009, Russell Corporation closed its headquarters in Atlanta but retained its headquarters in Alexander City, where it had been founded more than a century before.
Establishes “Fight Like Dylan” Awards
Dylan Rebeor
Russell Athletic launches the “Fight Like Dylan” award contest in 2012, honoring the life of Dylan Rebeor of the Columbia (Tennessee) Lions football team. Unfortunately, Dylan’s bout with cancer came to an end on December 3, 2010. One of Dylan’s final wishes had always been that the football team he loved so dearly receive whatever they needed most, such as brand new jerseys and equipment. In August of 2011, Russell Athletic heard about Dylan’s incredible story and wanted to do something special to help honor his memory. Gary Barfield, Executive Vice-President for Russell Brands met with Dylan’s mom, Heather, and his coach, Vance Belew, and decided the best way to honor Dylan would be to ‘pay it forward’ and keep his wish going for other schools and teams that overcome adversity, Since 2012, Russell Athletic has awarded a $50,000 grant to one high school that has demonstrated perseverance through sports.
119 Years Old
Today, March 2, 2021, the company celebrates 119 years in business.
Russell embraces the adage that their products are only as good as the people who make them.
The company has evolved into an international apparel concern with more than $1 billion in annual sales and in excess of 15,000 employees worldwide.
Additional Resources
Russell, Ben. “The History of Benjamin Russell and Russell Lands, Inc.” July 2009, retrieved March 2, 2021