Eight months after being acquired by Canadian apparel company Gildan out of bankruptcy for $88 million, American Apparel has emerged as an ecommerce-only concern with a relaunch of its website.
The top of the new site proclaims “We’re Back … To Basics.” It includes strong visual imagery of basic t-shirts, leggings and body suits, among other items. Overall the look and feel doesn’t seem radically different from American Apparel’s heyday in the 1990s and 2000s under controversial founder Dov Charney.
Perhaps not coincidentally, Charney last month launched his own online apparel line of casual clothing, with product appearing similar to that of the company he was ousted from, but plainer.
American Apparel’s new ecommerce site seeks to appeal to the ethos of its Millennial base with bold copy proclaiming its products “Globally Sourced, Ethically Made, Sweatshop Free. That’s American Apparel.”
The rebooted company is even allowing customers to “Shop #AA Classics” a collection of items featured in photo shoots dating back to 2007.