I suppose this documentary had different expectations when they started shooting, but somehow still stuck to the title. The picture is about the US' decline of manufacture during the last decades and how smaller ventures try to popularize this 'heritage'. It is partly about the (changing) conception of manliness and masculinity, some people suggesting to produce for men, because men have been deprived of things as grooming etc due to social standards and are now accepted to engage in 'shopping' etc. What I do not understand or rather what the film fails to show is firstly, the imposed coherence of masculinity and authentic, high-quality manufacture and secondly how these US - manufacturers are supposed to be good for the larger context, e.g. people having no money to buy proper clothing, shelter, nourishment. This documentary lacks a concise message, and suggests high-society-only manufacturers will save the country.