The idea of creating a company American Apparel for the production of clothing belongs to Canadian Dov Charny. Already in the eighties he brought knitted things to Canada from Canada, selling them to those who were not enthusiastic about Russian clothes. He did not manage to finish university, so, borrowing money from his father, Charny decided to produce underwear, socks, tops and T-shirts. By 1997, when the first American Apparel store opened, the assortment included clothes, shoes, accessories and even nail polishes. The American Apparel brand differs from the others in that the production is concentrated in one factory in Los Angeles, and the implementation is carried out on its own trading network. This is the rare case when you can see on all things a label with the inscription Made in USA.
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Experts do not doubt that American Apparel clothes are in demand due to provocative advertising. To conduct advertising campaigns, brand managers invite famous porn models, transgender people, underage girls and women of retirement age. It is the passion for provocation that is the reason that the brand is constantly struggling for survival, because every year clothes are advertised under sanctions, and Dov Charny is forced to pay fines. The company's founder is regularly accused of sexual harassment, but this can not be proved because of the relevant clause on non-disclosure of conflicts in the contract signed by all employees of American Apparel. But the founder of the brand does not try to smooth the situation, balancing on the verge of what is allowed.
Clothing provocation
The philosophy of American Apparel is based on provocation and unlimited freedom, which is manifested in clothing. Supporting the LGBT community, American Apparel produces T-shirts with appropriate inscriptions. Not less popular are jeans and American Apparel, most of which are tight, seductively emphasizing the shape of the female body. Not so long ago, the brand made an exception, releasing a collection of Mom's jeans . These free models are in great demand, because they are a trend. Despite the inflated price policy, clothes from new collections are sold very quickly. Special love for girls is used by tennis skirts and shorts American Apparel, which allow creating provocative images. By the way, if you need a medium-length skirt or a model in the floor, the American Apparel brand will not be able to offer anything. Charney believes that clothes should be as open and sexy as possible.
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But the desire for shocking does not mean that lovers of a more restrained style will not be able to pick up clothes from the numerous collections offered to women of fashion around the world by the American Apparel brand. Delicate romantic dresses in pastel color, pleated skirts, lacy crochet-tops and lace blouses are also presented in the company's assortment.
A few years ago, the company added a variety of belt bags and clutches. Having in your wardrobe a messenger bag or a backpack of American Apparel, it's so easy to create stylish provocative bows for every day! Clothing produced by the American brand is ideal for young girls who are not shy to show their individuality and are ready for provocative fashion experiments.
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