PSA: American Apparel Is Relaunching!!
The Debrief: In just two weeks the brand will be shoppable again online
Rejoice because bodysuits and disco pants will be back on the agenda in just two short weeks’ time as American Apparel is making a comeback. Like a phoenix rising from the ashes, the long beleaguered but much-loved basics line has been resurrected by new (Canadian) owners.
If you’ve been hankering for mom jeans and tube socks, then you’re in luck as the soon-to-relaunch website promises to carry American Apparel’s ‘historic offerings’. Though the new bosses say they will breathe new life into the Cali brand, they’ve promised to carry the defunct label’s old classics. YAY bodycon dresses and hoodies, here we come!
Controversy stalked the LA label – thanks to its persistently sexist ex-CEO Dov Charney – before it eventually went bankrupt last year. As we did our best to find a replacement that could sell affordable marl t-shirts at the same price, it’s new owners Gildan Activewear spent £67million buying out the company.
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As the new owners have their fingers in Under Armour and New Balance's pies, they already know a thing or two about mass-producing fashion. With that in mind, they are aiming to re-energise the brand by trading its essential items wholesale (in the way that Fruit of the Loom does) to third-party brands that later customise them. So, expect to see the AA swing tag hanging in some unexpected places.
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