Thursday, October 29, 2009

American Apparel

American Apparel is an Industrial Revolution.

American Apparel is the largest clothing manufacturer in the United States, located in down town LA with over 4000 employees. It is a vertically-integrated clothing manufacturer, wholesaler, and retailer that also performs its own design, advertising, and marketing and is best-known for making basic cotton knitwear such as T-shirts and underwear, but in recent years it has expanded - to include all sorts of clothing and accesories for men, women, children, babies and dogs.

With their recently opened stores in China, A.A. are now selling "Made in USA" clothing in the largest consumer market in the world.

The company is known for its provocative and controversial advertising campaigns, which is largely the inspiration of the company CEO Dov Charney. According to Adage, American Apparel's advertising 'telegraphs the brand' from person to person. Their print campaigns are widely considered to be some of the best in the industry. The sexually charged advertising has been criticized, but has also been lauded for honesty and lack of airbrushing. American Apparel images often display subjects with their blemishes, imperfections and asymmetrical features highlighted and attached with brief, personal descriptions. Many of the models in American Apparel's sexual advertising are recruited by Charney and his colleagues on the street, or in the company stores.

Controversial in many ways, with ecological sound practices, social justice, philantropy and advocacy for immigration issues on the company's agenda.
And yes, they manufacture berets as well, in wool and cotton.

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