In October 2016, American Apparel filed for a Chapter 11 bankruptcy after falling $300 million in debt. On Monday, August 7th, American Apparel relaunched their online website.
After going bankrupt, Gildan, a Canadian activewear clothing manufacturer, purchased American Apparel for $88 million. Since the website relaunched there has been much talk about the brand and how exactly they will prove successful the second time around when it doesn’t look like much has changed.
The first header of the website reads “We’re Back…To Basics,” offering a play on their return to the Internet along with their commitment to selling basics just as they did before. However, before something obviously wasn’t working correctly, so failing to revamp their image and overall aesthetic can end up doing more harm than good.
After scrolling through their website, it is apparent that things look exactly how they left them. The site is filled with basic, single colored t-shirts, jeans, leggings, sweatshirts, leotards, and more. There is a definite lack of any type of print or pattern.
After Gildan purchased the company in January, he hired many people from American Apparel’s original marketing and design team to work for him. This plays a large role in the way American Apparel has managed to keep their products looking very similar to before. However, this time around Gildan got rid of the “Made In America” tags that used to accompany all of American Apparel’s clothing. Today, many of their items are made in factories in Central America
You can check out their new website by clicking, here.
We are interested to see the results of American Apparel’s launch and whether or not staying true to their original aesthetic will prove to be rewarding.