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.