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Wednesday September 19, 3:45 pm Eastern Time

By Jean Scheidnes

NEW YORK, Sept 19 (Reuters) - Americans aren't just waving the red, white and blue -- they're wearing it. In the emotional aftermath of the attacks on the United States last week, many people were moved to don the colors and symbols of the U.S. flag, and the fashion industry is feeling the impact.

In one much publicized flag-wear display, Major League Baseball has decreed that every player, manager and coach will put an American flag patch on his cap and jersey for the rest of the season.

Even New Yorkers, who are known for their dour, all-black look, are making patriotic fashion statements ranging from the subtle to the distracting.

``I've been wearing stars and stripes all week. It makes me feel better. It feels like you're doing a little something to encourage people,'' said Johanna Laracuente, a 25-year-old fashion stylist from the Bronx.

Laracuente walked up Times Square sporting a white tank-top with a large pair of lips printed on the chest in red, white and blue, lots of blue denim, a thick red necklace, and blue hair.

Sean Connell, a 37-year-old photography assistant from the Bronx, wrapped a red, white and blue bandanna around his head. Connell said he was turned away as a volunteer rescue worker, but chose to wear the bandanna as ``a small show of solidarity.''

Although the longevity of this trend is unpredictable, some retailers and designers already stand to benefit from it. Not that companies are attempting to capatalize on the tragedy, but for now, at least, their products have found a vast audience.

``Channel checks indicate that consumers are aggressively purchasing any items with American themes,'' said retail industry analyst David Lamer of the investment firm Ferris Baker Watts.

Lamer on Wednesday recommended that investors buy shares of Tommy Hilfiger Corp., one of the most recognized brands known for prominently featuring American flag themes on its fashions.

He predicted that consumers will respond more favorably to Tommy's looks than before, due to the revitalized sense of patriotism brought on by the attacks. The same goes for Polo Ralph Lauren Corp., Lamer added.

STARS AND STRIPES

French designer Catherine Malandrino created a Fall collection that features items boldly patterned with stars and stripes. A Malandrino tank top--recently worn by Madonna in concert--was among the flag-themed items that have sold out at Saks Fifth Avenue, the luxurious Manhattan flagship of retailer Saks Inc.

``There's definitely been an upswing in it. Also, there was a belt with stars on it and a belt that said 'I love New York.' The stock's pretty much gone. I sold whatever was left in the past few days,'' said Yvonne Palmer, merchandiser for Catherine Malandrino at Saks. The store will be reordering more of some items, she said.

New Yorkers also showed loyalty to their battered city by reviving the classic ``I (heart) NY'' T-shirt, which the fashion-conscious previously wore with irony but now wear with pride.

Daily Candy, an Internet-based style newsletter, exhorted subscribers to wear the shirts, or the colors of the flag, saying ``Make the best statement yet. Love this city. Wear it proudly.''

Black clothing is still ubiquitous on the sidewalks of Manhattan, as ever. But these days they are often accessorized with red, white and blue lapel pins, or small flags poking out of bags. Apart from such symbols, some New Yorkers said they noticed even more black than usual, reflecting the city's somber atmosphere.

``I think people are definitely taking this into consideration in what they wear. There are things that are obviously, deeply inappropriate. We're not seeing a lot of military gear or fatigues or camouflage,'' said Shyama Patel, fashion editor of New York magazine.

There is also a practical matter of mobility. New Yorkers tended to wear comfortable clothes and shoes last week, mindful that they might have to evacuate buildings by stairway, or walk home in the absense of public transportation.

RETAILERS RESPONSE

In the long run, it is unclear whether retailers should take merchandising cues from the public's erratic reactions in the aftermath of the attacks, industry analysts said. ``I've got a T-shirt with September 11 on it, and I've got a little flag, and I think most people are doing those kinds of things,'' said Elliott Ettenberg, chairman and chief executive of Customer Strategies Worldwide, a New York-based retail marketing consultancy.

``But those are not fashion commitments, those are just statements that we individually want to make; and they're incremental to whatever might have happened or will happened in terms of the Fall fashion wardrobe,'' Ettenberg said.

The September 11 attacks, which toppled the city's tallest buildings, also brought one of its glitziest cultural institutions, New York Fashion Week, to a halt. Even as the fashion press proceeds to the European fashion capitals for three more weeks of shows, there is likely to be none of the flamboyant revelry that traditionally ensues. The London shows began with a moment of silence, and some designers cancelled as a sign of respect. Will the clothes reflect the gravity of the times?

``You have to remember that the designers all conceive their collections long before this happened. So what we're going to see in Europe, I don't think will be redone. I do think they will edit out pieces that are very obviously inappropriate,'' Patel said.