American Apparel

American Apparel is an industrial revolution.

American Apparel is a vertically integrated manufacturer, distributor and retailer, based in downtown Los Angeles, California. We currently employ approximately 10,000 people globally (about 5,000 in LA), and operate more than 285 retail stores in 20 countries. 

American Apparel leverages art, design and technology to advance the business process, while continuing to pioneer industry standards of social and environmental responsibility in the workplace.

Colour scheme and co-ordination is an important factor for American Apparel’s vision. Just by strolling past a store you will notice a rainbow of colours flash before your eyes; whether it be a hoodie, skirt or trousers. Specialising in high quality basics, they do cost a tad more than your usual t-shirt or hoodie, but when made with organic cottons and seeing them in a wide range of colours, it is worth the extra bit of money.

            What is interesting with the way they promote the brand is the use of provocative adverts. They do not necessarily use models, sometimes it could be fans and employees all over the world which is very cool. What other brand let’s you take part like that? They also produce everything in house without the help of ad agencies, re-touchers, make up artists and stylists.

                               

            Something I have noticed every time I walk past a store is their choice and number of colours they use. Right now they are promoting reds and beiges, on simple mannequins which emphasises the colour blocking and way we can wear different colours. They also have printed leggings and tights which are extremely popular, seeing as whenever I want a pair they don’t have my size! Their displays are pretty simple, with metal railings all on the walls, and pictures of ‘models’ wearing each item of clothing. I like this idea as I sometimes have no clue how to wear some of their garments.

            Prices can start at around £9 for nail polish to £100 for a coat which to be honest is quite normal for coats these days, not that I would be able to casually buy one when I wanted.

Every year American Apparel have a huge sale where items go up to 90% off! I did go last year and luckily enough I missed the rioting. This year on the other hand had much more security, clothing was still nearly arranged by colour and was much easier to walk through! The sale itself wasn’t the best, some items were not worth going on sale and some of the stuff I bought I totally regret! That will most probably be going on eBay; when I have the time that is.