Cut to cling
American Apparel's slinky basics attract urban hipstersHouston Chronicle
July 28, 2006
The clothes at American Apparel may be logo-free, but the store is trying to send a message. Adding retro flair to traditional cuts, and using provocative advertising and innovative company policy, American Apparel knows how to attract urban hipsters and political activists alike. Under the philosophy of vertical integration, the company maintains sweatshop-free practices and keeps every stage of production (from sewing to advertising) in one downtown Los Angeles location.
The sexy ad imagery gives customers the sense that American Apparel isn't offering your average cotton-blend T-shirt. Cut to cling, these knits are meant to flatter, not stifle your figure. The store emphasizes how customers can be creative with their basic clothing, which is versatile yet classic. The Sheer Jersey Scarf ($15) is displayed next to a video in which a girl demonstrates how the scarf can also be used as a top in multiple styles, a head wrap and a skirt. Comfortable, affordable and adaptable, the clothing at American Apparel offers a basic retreat from the sometimes overly stylized world of fashion.
WHAT YOU'LL FIND: Basic knits for men, women, children and dogs, like the Fine Jersey S/S V-Neck ($15) for men and the Sheer Jersey Shirred Skirt ($28) for women.
BUZZWORTHY: The Lamé Hot Short ($28) is almost as stylishly retro as the Triple Stripe Knee Length Socks ($8).
Made in Downtown LA—Vertically Integrated Manufacturing