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American Apparel's Store Opening: Trifecta
Women's Wear Daily
November 04, 2003

Los Angeles — American Apparel is drawing a really big triangle with its first three stores.

After unveiling its first outpoast at 3523 St. Laurent Boulevard in Montreal on Oct. 12, the sportswear maker, based here, opened a 1,400-square-foot store at 2111 Sunset Boulevard, in Los Angeles' Echo Park neighborhood on Oct. 25. This week, another location will open in New York at 712 Broadway.

All three stores and "community stores and galleries," featuring complete collections from American Apparel's Classic Girl, Standard American and Classic Baby lives as well as photography from artists in the community.

The line of mostly cotton goods, expected to be 80 percent organic within the next four years, are priced $15 to $23 for T-shirts, $30 for pants and $55 to $65 for zip-up hoodies.

Echo Park is an inner-city neighborhhood, much grittier than the usual retail magnet of West Hollywood. But the owner Dov Charney said he chose the venue "because its devoid of major retail chains," has "rich diversity of people and ethnic backgrounds," and plenty of "artists."

Charney added he expects $500,000 in first-year sales from the Montreal and Echo Park units and $1 million from the New York store, which is double in size.