American fashion chain American Apparel relaunched its international web shop this week. Dutch and Belgian fans can visit the brand again, after it shut down its physical stores last year.
From the ashes
American Apparel has made its local comeback after a difficult spell in which it went bankrupt twice and Gildan Activewear acquired it. The Canadian sports clothing brand paid 88 million dollars for the company founded by the legendary, but disputed “trash CEO” Dov Charney in 1991. After allegations of sexual intimidation and unwanted advances, he was cast aside in 2014. The chain also shut down its entire physical store network, not only in Europe, but also in the United States.
According to American Apparel’s marketing director, Sabina Weber, the brand received a lot of social media questions about an international web shop. “Our brand is still very much loved, both for the product and for what it stood for in its prime, before it got obsessively sexualized”, she told the American media. The “new” American Apparel will now focus more on “body positivity, inclusion, diversity, ethical manufacturing and sweatshop-free”, she emphasized.
The international web shop was launched this week, including prices in euro and shipments to Belgium and the Netherlands. There are no known plans for American Apparel to open new physical stores.
