Evolution of American Apparel: Retrospective

written by a member of the WCB

American Apparel’s journey represents a complex narrative of innovation, controversy, and reinvention. Founded in 1989, the brand initially distinguished itself through domestic manufacturing and provocative marketing strategies that challenged conventional retail approaches.

The company’s trajectory took a dramatic turn in 2014 when founder Dov Charney was ousted following multiple allegations of misconduct.The brand’s financial challenges led to its first bankruptcy, with shops closing globally, including its final UK store in Camden, London, in 2017.

In a significant development, Gildan Activewear, a Canadian manufacturer, purchased American Apparel for $88 million in late 2017. The new ownership marked a pivotal moment in the brand’s history.

Rumors and speculation persist about the brand’s potential resurgence. While the retail stores remain closed, American Apparel continues to exist as an online brand. The company now claims to be “committed to leading ethical and sustainable practices”.

Interestingly, the brand has undergone significant transformations. The once-iconic “Made in USA” positioning has evolved, with the website now stating they are “proudly offering styles made globally”. This shift represents a fundamental change from the brand’s original ethos.

Meanwhile, Charney himself has not disappeared from the fashion industry. In 2016, he founded Los Angeles Apparel, which appears to be an attempt to replicate the early success of his original brand. He has even confirmed plans to open a store in New York City in 2025.

The brand’s potential relaunch remains a topic of speculation. While American Apparel exists in an online format, it remains uncertain whether it will reclaim its former prominence in the fashion landscape. The current iteration represents a significantly transformed version of the original brand, stripped of its controversial past but still carrying the weight of its complex history.