American Apparel, the iconic North American fashion brand that rose to fame because of its ‘Made in Los Angeles’ clothing and infamously fell into bankruptcy in 2015, is all set to make a comeback in the UK this month.
The fashion retailer will first make its re-entry by launching an online store on April 23, 2018. Notably, it had shut down its retail operations in the UK and the US in November 2016.
The clothing brand is already back in business in the US where it re-launched an updated e-commerce website that looks almost identical to the old one in August last year.
It seems that product offering of the company will be almost the same what it used to be before its closure from the high street.
The brand had 13-store estate with 183 workforces working in the UK before closure. In view of controversies that erupted over its sexualised ads and the use of young models before its collapse, American Apparel has now put an all-female Executive Board in-charge of the re-launch.
“The UK is a loved and important market for American Apparel and customer demand made it easy for us to make the decision to enter back into the market,” Sabina Weber American Apparel’s Marketing Director was quoted as saying in media reports.
It is pertinent to mention here that the Canadian manufacturing firm Gildan Activewear which bought the brand’s intellectual property in January 2017, launched a marketing campaign “designed to appeal to audiences of all shapes and sizes, underpinned by a strong message of body positivity, empowerment, inclusivity and diversity,” to do away with such controversy in future.