Dean Wegner, a former U.S. Army Captain and West Point graduate, launched Authentically American® in 2017 to revive American manufacturing and create U.S.-based jobs through premium, patriotic apparel. From leading aviation units overseas to leading a national brand headquartered in Nashville, Wegner’s entrepreneurial journey is rooted in service, mission, and strategic growth.
With support from the U.S. Small Business Administration (SBA) and its network of Veterans Business Outreach Centers (VBOCs), Wegner turned his vision into a thriving, values-driven company now recognized by Forbes, FOX News, and the SBA itself. In 2024, Authentically American® was named Tennessee’s Veteran-Owned Business of the Year.
Wegner’s story is a powerful example of how veteran entrepreneurs can transform the discipline and purpose they developed in the military into sustainable business success. Read on to learn how SBA resources and veteran-specific programs helped him sustain operations, which was one step toward scaling Authentically American®. Learn how you can do the same.
Start with a Mission
Wegner served seven years on active duty after graduating from West Point in 1993. He held various leadership roles in aviation and operations during his military service, including earning his Ranger tab, and concluded his career with an overseas assignment supporting U.S. and allied coordination efforts.
He carried that discipline and clarity of purpose into civilian life. When he founded Authentically American®, he was motivated by a staggering statistic: only 3% of apparel purchased in the U.S. is made domestically. His goal was clear: build a premium apparel brand that is 100% made in the USA, no exceptions.
Tip: Define your business around a mission that matters. Whether it’s job creation, sustainability, or community impact, your values can guide your brand and connect you with loyal customers. Participate in the training and mentoring offered by VBOCs to help shape your plan.
Use SBA Resources to Navigate Challenges
When COVID-19 disrupted small businesses nationwide, Wegner turned to SBA resources like the Economic Injury Disaster Loan (EIDL) and the Paycheck Protection Program (PPP) to help maintain operations and keep his team employed. These programs helped Authentically American® stay on mission—and positioned it for post-pandemic growth.
In addition to funding support, SBA resource partners like VBOCs played a vital role in recognizing the company’s mission and impact. In naming Authentically American® the 2024 SBA Tennessee Veteran-Owned Business of the Year, the SBA cited the company’s commitment to U.S. manufacturing, at-cost pricing for nonprofits, and continued national recognition.
Tip: Use SBA’s Lender Match tool to explore SBA funding options. Connect with your local VBOC for assistance navigating loans, grants, and program eligibility. These resources can help you weather challenges and stay on track toward your goals.
Find Your Niche—and Focus
Authentically American® creates custom logo-branded apparel for clients ranging from Fortune 500 companies to veteran-owned businesses and charities. With low minimum orders and high-touch service, the company serves hundreds of customers who value American-made goods.
Wegner and his team have embraced a focused business model, recognizing that “the riches are in the niches.” Rather than trying to serve everyone, they concentrate on veteran businesses, nonprofits, and clients with strong patriotic values.
Tip: Clarify your customer base and serve them well. A focused niche can create lasting partnerships and simplify your sales and marketing strategy. SBA’s Boots to Business Revenue Readiness course can help you refine your business model.
Use Entrepreneur Support Networks to Sharpen Business Skills
As a West Point graduate and former Army officer, Wegner brought discipline, structure, and leadership to his business. But he also recognized the importance of continued learning. He turned to Bunker Labs, a national nonprofit that supports military-connected entrepreneurs, to grow his network and strengthen his business knowledge, which is funded in part by the SBA.
Tip: Explore organizations like Bunker Labs and the SBA’s Entrepreneurship Training Programs (ETPs), which are specifically designed for veteran entrepreneurs. These communities offer peer support, educational resources, and mentorship to help you navigate the challenges of business ownership.
Start by Applying These Lessons to Your Business:
- Define your mission clearly and build your brand around it.
- Connect with SBA programs and your local VBOC for guidance on funding and strategy.
- Identify your niche and align your product or service to meet its needs.
- Explore veteran entrepreneur support networks to grow your business knowledge and community.
Final Thoughts
Wegner’s journey from Army aviation to apparel entrepreneur shows what’s possible when mission meets momentum. With SBA support and veteran-tailored resources, Authentically American® continues to grow, delivering purpose, pride, and patriotic apparel to customers nationwide.
If you’re a veteran, transitioning service member, or military spouse looking to build or scale your business, SBA’s network of support is here for you.
For more resources, tips, and success stories, follow the SBA Office of Veterans Business Development on LinkedIn, X, and Facebook. To get started, visit sba.gov/ovbd.
For additional resources, updates, and inspiration, follow the SBA Office of Veterans Business Development on LinkedIn, X, and Facebook.