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American Apparel goes back to basics in its relaunch

American Apparel has not been without controversy — from allegations of CEO misconduct to filing for bankruptcy in 2015.

In early 2017, the clothing company was acquired by Canadian-owned Gildan Activewear. And soon thereafter, the company announced it would close all 110 retail stores by April.

American Apparel
A new image released by American Apparel features a few of the brand's best-sellers.

Since then, the fate of the popular "normcore" label has seemed to hang in the balance.

But then, after a four-month hiatus, Fashionista reported that American Apparel’s retail site was up and running.

Could it be true that it's made a triumphant return? The short answer is yes.

According to Instagram, the normcore OG is officially back as of Aug. 14.

The relaunch — the result of months of tireless work from a group of former, and now current, American Apparel employees — is a return to its roots: basics.

American Apparel
The brand is sticking to its familiar imagery, but will perhaps use less controversial photos in the relaunch.

The brand is redirecting its focus back to the staples that made it a cult classic in the first place.

This time, instead of offering upward of 6,000 items, the website now stocks a curated selection of 116 styles.

One more notable change is that the famously made-in-America brand will no longer be made stateside — well, not all of the products at least. The new direction is to produce best-selling items both at-home (Made in USA Capsule) and overseas, letting consumers choose what’s most important to them: price or domestic manufacturing.

If the company can overcome the controversies and pair this thoughtful new approach with the leggings and T-shirts we all love, perhaps the pioneer of everyday basics will find its place once again as a shopper's go-to.

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