American Apparel - the Company, the Criticism, the Clothing

American Apparel is the largest clothing manufacturer in the United States. Based in Los Angeles, the company hypes its business practices as marketing material. It stresses that all its clothing is sweatshop-free, and its workers make nearly double minimum wage. All that comes at a price to the consumer. American Apparel clothing is expensive.

With the brand continuing to roll out retail locations across the country, there's sure to be an American Apparel in a mall near you soon. But is the clothing worth the hype, or is American Apparel full of hot air?

The company
American Apparel epitomizes the new-age, self-conscious trend present in modern America. The company stresses its business practices relentlessly. The signs on the front of a typical retail location stress how each piece of clothing is "vertically-integrated manufactured," and made using nearly 20 percent organic cotton. The American Apparel factory even features a solar panel on the roof. The company almost is lauded for its manufacturing methods, and American Apparel is becoming a true American success story. Sales reached $300 million in 2006, with no signs of slowing.

The criticism
American Apparel has drawn some fire from critics of its advertising methods and its founder, Dov Charney. Both are alleged to be highly sexual. Charney was an amateur pornographer and uses his skills in American Apparel ads. While they don't reach the level of Abercrombie and Fitch catalogs of old, American Apparel models certainly aren't afraid to show a little skin or get a little sexual.

Charney isn't either. He allegedly masturbated while giving an interview about American Apparel to a reporter from Jane Magazine, and four former employees have filed sexual harassment lawsuits against him. He said the workers were fired for poor job performance, and denies the lawsuits' claims.

The clothing
So how does American Apparel clothing stack up? Being "vertically-integrated" must be expensive, because the simplest t-shirt costs $15. The company also makes underwear, hoodies, shorts and pants, each priced a little higher than a customer might be willing to pay.

American Apparel clothing is unbranded, with no print design or much adornment of any kind. It is basic, which makes the company appealing to hipsters and design companies, who use American Apparel clothing as the basis for their own brands. However, this can make the clothing a little boring looking for some, who may wonder why they are paying a premium for something so simple.

Even the simplest tee-shirt is well-fitted, which distinguishes it from the products of American-Apparel competitors like Gilden and Fruit of the Loom. The clothing also withstands the washing machine well. American Apparel items seem to last longer than almost any other brand.

The verdict?
American Apparel is a good choice for the more upscale consumer who is concerned with where their clothing comes from and wants something that is built to last. Others who may be a bit cheaper - or a bit concerned about some of the allegations surrounding the company - may do better looking elsewhere. But be sure to look for American Apparel soon. As the company expands at astonishing rates, it's at least worth a stop in to see what all the fuss is about.

Sources:
http://www.americanapparel.net/presscenter/articles/20070104economist.html
http://www.americanapparel.net/