American Apparel: Guilt-Free Shopping



Posting a 53% profit growth in the fourth quarter of 2008 and opening 14 new stores, while the U.S is in the midst of an economic crisis, what is American Apparel doing right?  Modern, yet classic designs, American Apparel strives to give their consumer a unique customer experience.  Through the use of unconventional marketing techniques, and real-life models, American Apparel strives to attract their young, fun and sophisticated customer, seeking to create timeless trends.

Defying conventional manufacturing methods, the brand has refused to seek labor overseas to cut costs.  The company, from its inception, has vowed to know its workers and pay them a living wage.  The average garment worker, making $25,000 per year, with the availability of affordable health insurance, is far more than the industry standard.  Additionally the company guarantees their employees full-time work, in an industry traditionally dominated by seasonal work.

American Apparel is a truly sweatshop-free vertically integrated approach to fashion design, manufacturing and distribution. All of the company’s products are designed, manufactured and marketed in downtown Los Angeles in the largest single garment factory in the United States.  The integration of all areas of the process, allows the company to control costs by having their pulse on the demand for products and controlling overproduction.

Sustainability is a key integral part of American Apparel’s commitment to remain at the forefront of innovation in apparel. 30% of its manufacturing facility is powered by solar energy. In addition, the company has made a significant commitment to using organic cotton with the launch of its Sustainable Edition apparel.

Additionally, the company has been active participants and proponents of immigration reform.  Since 2003 they have been posting ads showing their support for legislation to legalize the workforce in the US.  Their current campaign, “Legalize LA” demonstrates their continued commitment to tackling the legal and social issues surrounding legalizing undocumented workers in the US. 

For more information regarding the company and their advocacy work, please visit American Apparel

Images curtesy of American Apparel®, © 2008, all right reserved