American Apparel suffered a series of high-level crises that threatened its existence last year. From rapidly declining sales to concerns over its overtly sexual advertising and the firing of its CEO, there was a lot of ground to recover.
In August, the brand launched again in the US and overnight relaunched its e-commerce platform that now ships to 200 countries, including the UAE, Saudi Arabia, Kuwait and Oman.
“We have deep love for our global customers, who really love and get the brand’s sense of humour and irreverent nature,” said Sabina Weber, Director, Marketing at American Apparel told Fashionista. “They also know the quality and the timeless, effortless styles that we offer and they miss having those pieces in their closet.”
According to a press release, its models are now all over 21 years of age (scouted via Instagram) and “represent a diversity of body types, ages, and ethnicities.” Additionally, the brand explained that its products are made “sweatshop-free”.
Time will tell whether these changes are enough to save the company’s reputation but the moves are undoubtedly positive, and long-needed.
Now, see what designer Alice Temperley had to say about the importance of sustainability in fashion.