article_snippet: For Buck Mason, manufacturing in the United States is a matter of principle and direct to consumer a means to that end, Schnakenberg said.
article_snippet: To make direct to consumer work, Buck Mason and other plucky entrepreneurs are mixing aspects of traditional business models with customized approaches to production and marketing, taking on much of the work typically done by outside parties.
article_snippet: Buck Mason and other plucky entrepreneurs sell through Buck Mason and other plucky entrepreneurs own websites and stores, retaining absolute control over branding and merchandising.
article_snippet: Buck Mason and other plucky entrepreneurs build audiences through social media, using social media as a branding tool and a forum to seek customer feedback on styles and colors, forming relationships in the process.