Never heard of American Apparel? If you’re wearing your favorite surf shop’s logo tee, check the tag. Chances are, you’ve got on American Apparel. The brainchild of founder Dov Charney, the company offers the consumer something unique. Based in ethical manufacturing, and what they refer to as “vertical integration,” they appeal not only to the fashion set, but also to those looking for a socially conscious alternative to traditional fashion. Recently ranked 37th among Southern California’s 100 Most Powerful People by the Los Angeles Times, Dov Charney is American Apparel’s outspoken head. Famously criticized for the company’s sexually charged ads (think crotch shots), the company’s founder is out to make a difference not only in the fashion world, but also in the real world. Active in issues concerning immigrant rights, Charney pays workers an average of $12.50 and hour, and offers inexpensive health benefits. The company’s factory is the largest clothing plant in the country, and employs nearly 4,000, most of whom are recent immigrants to the U.S. American Apparel is setting itself up as the proving ground for successful mass production with fair and decent employee rights.
In a world of high priced, mass produced design wear, American Apparel is something of a backwards attempt at fashion. With a line featuring gold lame leggings and leotards worthy of any 80’s party, its virtually anti-fashion, seeming more concerned with having a sense of humor than competing with runway styles. And the design genius behind making it work? According to Charney, “No one uses the word ‘designer’ here. Its very disorganized, but that disorganization allows things to happen.” And happen it does. With a policy of immediately restocking its most demanded items, they increase the popularity of their brand with sheer volume.
For your average, laid back San Diegan, American Apparel offers the perfect balance of style and ease. Maintaining a fresh take on the fashion world while providing everyday wearable basics is the name of their game. Constructing most of their pieces out of cotton jersey, they aim for comfort, nothing scratchy here. And with a number of pieces that can be worn in several different ways; think reversible Ts and their 13-way halter dress, versatility is high on their list of attributes. So next time you need the perfect t-shirt, or a cute dress for a night out, American Apparel is the place to be.
