Friday, 20 January 2017

Jesi Max

R.I.P. The Rise and Fall of a American Apparel: Generation-Defining Brand

It’s time to say goodbye to the retailer that brought disco pants, deep V-necks and triple stripe tube socks to the masses. It looks like American Apparel, the “Made in USA” brand made famous for their NSFW advertisements and controversial CEO, will soon close its doors for good. It was announced last week that the Bankruptcy Court has approved Gildan Activewar’s $88 million bid to purchase the California-based clothing company. 

Gildan, a Canadian manufacturer whose logo you’ll recognize from your favourite Life of Pablo merch, will not be absorbing American Apparel’s 110 U.S. retail locations in the acquisition. What does this mean for your go-to bodysuit and basics shop? RUN—and stock up—because it’s not looking good. To those who have followed the downfall of AA (or who have shopped their deeply discounted sale racks), this news won’t come as a surprise. For the past several years, lawsuits, an immigration crackdown and the growing trend towards fast-fashion have burdened the business’ bottom line. After a long string of public leadership scandals, bankruptcy claims, and financial struggle, it looks like American Apparel has run out of second chances. We take a look back at the 27-year history of a brand that pushed boundaries, broke barriers and became the fashion headquarters of the millennial hipster movement.

Jesi Max

About Jesi Max -

A writer and entrepreneur who works on the marketing and strategy side of fashion. In particular, her writing and professional work focuses on the art of narrative marketing and branding as it applies to fashion and luxury. She also is the author of, a new blog that looks at fashion from an intellectual perspective.

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