Giving it another crack hey guys?

January of this year, American Apparel announced that the company would close all 110 of its retail stores. The intellectual property (name, brand and designs) was acquired by Canadian company, Gildan (which coincidentally sourced all of their basics for band tee distribution from AA) for a cool $88 million.

If you peruse through the website and you will notice that it looks… exactly the same. Same wording and font, same saturated images of models in inappropriate positions, same see-through body suits and cropped hoodies. There are however a few very notable changes, particularly the fact that the American Apparel product is no longer produced in America. Gildan has made the decision to produce globally. So more Apparel than American.

The website features some new pages such as the ‘Sweatshop Free Stories’ page. There is also a ‘Made in USA’ page, featuring product that is made in the USA, alongside an identical item that is made globally. Both are identical in quality, the only difference is that the twin product is produced internationally. Oh, and the price. The globally made apparel pieces are approximately 20% cheaper and happen to come in a wider range of colour variations. The page also reads: “We are sweatshop free and ethically made regardless of location. You decide.”

While the site does not make it clear exactly where in the globe this new product is produced, it does show a video of one ‘operator’ at the ‘San Antonio, Honduras sewing facility.’ The language of the website suggests that the brand is using several similar ‘facilities’ across the globe.

Considering the price difference in the identical product, one can only assume that the ‘Made in USA’ feature will soon be phased out. I wonder if ‘International Apparel’ will have the same ring to it.


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