Will American Apparel Make a Comeback with Its New Line of Luxury T-Shirts?
It’s not just any tee.
The LA-based retailer may have had it rough last year, with a file for bankruptcy and a legal case with its founder, but American Apparel is set on coming back strong with a new line of luxury T-shirts. The tees will be made from quality fabrics marketed as the “perfect T-shirts.” American Apparel’s SVP of marketing Cynthia Erland explained that while AA’s old T-shirts may have been great, they are behind the ever-revolving fashion retail scene. Hence there is a need for change, one “that will set American Apparel back on the map.” Although images from its upcoming campaign for the new T-shirts are not yet available, AA aims to create a multichannel campaign that casts influencers, creatives, and both men and women from a range of demographics in order to convey a broader message that American Apparel is back and for the masses.