US company, which declared bankruptcy in 2016, says it has learned from its mistakes but will remain a ‘sexy’ brand
American Apparel is back. The brand that spawned myriad copies of its hooded tops with contrasting pull cords in the 00s before exiting the high street after much fanfare and a high-profile bankruptcy in 2016, became available again online in the UK this week.
The US retailer has weathered a well publicised storm over the past three years, which included the departure of founder and CEO, Dov Charney, and mass redundancies, followed by large-scale protests by its former workers. Now, after a reboot by its new owners, Gildan Activewear Inc, the Canadian-American manufacturers that bought the company for $88m (£62.5m) in 2017, the company is aiming to reclaim its title as the go-to retailer for the best basics, says brand marketing director Sabina Weber.
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