High quality clothing is not a revelation, but direct-to-consumer internet clothing operations are a great business. Bonobos (http://bonobos.com) started out with this model (but now does sell on other outlets), and Everlane (http://everlane.com/) is doing an awesome job bringing extremely high quality basics for a very reasonable price by only selling through their own site, and owning the whole thing soup to nuts.
American Giant might do fine, but high quality online-online direct-to-customer clothing stores is not groundbreaking.
The jewelry company I work for has sold its manufactured profits wholesale for thirty years, but has started selling direct. The profit margins are, of course, higher.
American Giant might do fine, but high quality online-online direct-to-customer clothing stores is not groundbreaking.