American Apparel prepares for UK relaunch

Controversial fashion brand American Apparel is returning to the UK market this month with its famous basics range as well as new additions designed to appeal customers of all shapes and sizes.


Photo: American Apparel

The brand, previously criticised for its highly sexualised imagery, will launch online-only on 23 of April, and is working with creative agency Thinking Juice on the relaunch.

Images of teenagers wearing nothing but underwear and socks in provocative poses will be swapped out for a message of “body positivity, empowerment, inclusivity and diversity”, said the ad agency.

“The UK is a loved and important market for American Apparel and customer demand made it easy for us to make the decision to enter back into the market,” commented Sabina Weber, Director of Marketing at American Apparel.

The UK relaunch will be supported with an integrated marketing campaign across social media, digital platforms, Out of Home channels and a PR push.

Chris Cardew, head of planning at Sideshow Group, the owner of Thinking Juice, said: “We’re privileged to be helping such an iconic brand like American Apparel make their comeback, they’ve been missed. They have a great brand story and the product is as good as it’s ever been, if not better. UK fashion will be richer with them around again.”

American Apparel as forced to close its 13 UK stores in 2017 after falling into administration in the wake of tough trading conditions in Britain and America. The bankrupt company sold its intellectual property and other assets to Canada’s Gildan Activwear for $88 million last year, and its website was relaunched in the US in August.

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