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#having a boss that walks around in his underwear at work, wears bright and mixed and matched clothing, and sports a handlebar mustache. Not many people can say that their boss is quite like this, except for the employees of American Apparel. Dov Charney the founder and CEO of American Apparel has created a clothing company that is unlike any other in the world. With stores all the way across the world in Tokyo, it may make you wonder why American Apparel clothing is so popular. But, one look at the items they offer, and the answer is clear. Charney explains his clothing in a CBS interview from 2007: “America doesn’t need another faceless institutional apparel company. They need an apparel company that gets it and does it right.” American Apparel has over 2500 seamstresses work at the factory each day, piecing together the clothing in an assembly-line fashion. These workers are all part of American Apparel’s
motto: Legalize LA. The company’s goal is to hire immigrants and provide them with ethical working conditions instead of placing them in an environment that resembles a sweatshop. The workers receive dental plans, English lessons, and subsidized meals, and are paid about $12-18 per hour. The work that these people put into the clothing really shows in the sales results. In 2008, American Apparel reported $545 million in sales. The company also dyes and knits their own fabric and grows their own cotton. Most of the clothes you see on the rack are made entirely from scratch, with the exception of the plaid fabric they have to order from another place. “I really like that nearly all products are produced from start to finish in the U.S. and that their employees get great
benefits and salaries,” Cal Poly freshman Maya Coopergard said. Another unique feature that separates American Apparel from other clothing manufacturers is that they are very environmentally conscious. Not only do they power most of their factory with solar energy, they also use every piece of fabric possible. They reuse extra
scraps for different pieces and clothing or accessories. Recently, American Apparel became involved in the vintage clothing business as well. In many of the company’s retail stores, there is a section called, “California Select Vintage” which gives the customers a chance to look through slightly worn clothing from different ages and places. Also, many custom California Select Vintage stores have opened up in places such as Los Angeles and New York. All of the clothes seen in the stores are designed with the customer in mind as well as the thought of bringing about new trends. The design process is very unique for American Apparel. Charney, and Creative Director, Iris Alonzo, are the brains behind most of the designs you see at the retail stores. Most of their inspiration comes from walking around different parts of Los Angeles. They look for upcoming trends and classic styles through watching the way people dress on a daily basis. American Apparel also looks to their own customers to give input on upcoming or current styles. If you see something you
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think will sell or will become popular, you can take a picture of the item, and send it in to American Apparel. If the company likes the idea, they will start producing their own style of the design, and the item could start selling in the stores as early as a month later. In addition, employees are also able to have a say in what clothes will be produced and sold. Because the youth are the main target market, Charney and Alonzo focus on creating clothes that are very versatile. Skirts become shirts, dresses become skirts, and certain dresses can be worn in more than six different ways. With multiple ways to wear the pieces of clothing, customers get more bang for their buck. It’s also important for American Apparel to solidify a chic image. The company is known for being ahead of the trends and not following the current fashions blindly. It’s important for the company to be unique and have original design ideas. According to an ABC news article, “‘[Charney] also likes bold colors and has taken a bold approach to how he runs and promotes his company. It’s very sexual. He decorates his stores with provocative, sexy images.’” The image of American Apparel has certainly morphed over the years.
The company shot to stardom when Charney created and produced advertisements that featured women wearing barely any clothing and posing provocatively. Although the ads are popular, many consumers of the product are weary of the image the company sends out to potential customers. “I do not feel that the ads the company releases reflects the image of the company. Their ads are very provocative which
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sometimes can shed a bad light on a firm which is unfortunate in American Apparel’s case because people may not look past the ads to see what a progressive company it is,” Coopergard said. “But I guess they understand that sex sells, so if that’s the way they can get customers, then good for them. Bottom line, they are a business trying to make a profit.” The company even admits that they are focused on sexuality. Their goal is to have their customers look their best at any given time. “We like ‘sexy’ at American Apparel. Absolutely,” said Charney in the interview with ABC. But, some view the American Apparel advertisements as proof that there are some companies that still value the human body and use ordinary people. “I like the idea that they use normal people with normal bodies and do not try to change that, but at the same time I do not really approve of the [eccentricity] of some of the advertisements,” Cal Poly Sophomore Margaret
Keller said. American Apparel truly is the ideal American store. Not only are they controversial, but they are also open to different ideas and beliefs. They allow their employees and customers to be involved with design and creative process unlike many other American companies. They are the ideal company of the present and the future and will soon spread their ideas throughout the world.
[PS] To learn more, go to americanapparel. com or YouTube.com/ americanapparel for videos.
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