The first time I noticed this trend was when I got an iPod Mini back in 2004, and the box claimed, "Designed by Apple in California". My 17 year old mind thought, "Oh, that's nice, it's made here". Upon more thought and years, I realized there was no way that Apple would make all their iPods (phones, pads, blah blah) in pricey California.
Various clothing brands are jumping on the bandwagon, like the label above that my friend saw: "BRAND OF USA, MADE IN CHINA". I don't know why some companies label where the product was "designed". I would speculate that it's because it makes them sound like they are supporting American jobs being a true "local" company. However, in reality, there are probably hundreds or thousands of factory workers for every one designer in the US.