American Apparel relaunches online worldwide
American Apparel, after setting out to re-establish itself in the USA, is now deploying worldwide once more, via an e-tail site which went live on 24th April and delivers to customers in “more than 200 countries.” The label’s relaunch is driven by Canadian group Gildan, which bought the US fashion retailer in January 2017 after it went bankrupt, notably due to the behaviour and strategic errors of American Apparel’s founder Dov Charney.
American Apparel no longer operates monobrand stores on its domestic market, where it began to do business online again last August. In the USA and Canada, it has also started working with several wholesale distributors, such as Sun Apparel and Alphaborder.
As it did at the height of its success in the 2000s, the US label is relying on minimalistic cuts and a broad palette of solid colours to be distinctive. In communication terms on the other hand, American Apparel is keen to mark a departure from its controversial campaigns of old, notably those featuring hyper-sexualised young women.
In a press release, the label stated that “the approach now focuses on body positivity, inclusion and diversity. The new collections feature the signature American Apparel style once again, but their products are available in a broader range of shapes and sizes.” Also, the label claims its products are ethically sourced, without recourse to sweatshops.
American Apparel sells clothes for men, women, children and also pets. Its leading models are hoodies, disco leggings and high-waist jeans.
The label was created in 1989 by Dov Charney, who was ousted in 2014 and has since decided to launch his own label, after failing to buy back the brand. Strongly influenced by American Apparel, Charney’s new brand is called Los Angeles Apparel
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