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CYAN PR
Press ContactVedant Majithia [email protected]
Photography Contribution Husam [email protected]
Written ContributionNayeem Khan [email protected]
Media Assosiate Solyanna [email protected]
Special ThanksDiana Din Jay Sentrosi Hadi Abbas University of Hertfordshire
American apparel is a vertically integrated fashion label, established in America and came to prominence in the mid 90s for its home grown brand that prided itself in its Los Angles manufacturing where many brands were moving production to the far east. It focuses its clothing on basic essentials and an American collegiate silhouette. The company became recognised as the go to retailer for basics such as the plain white t-shirt supported for its US made clothing label. As with every brand, there are highs and lows, but American Apparel continues to persevere and pledges to its customers that it will remain true to its core and continue to produce clothing that is adnorned by many internationally.
American Apparel
American photographer and blogger, Brandon is the founder of Humans of New York, known for its popular photojournalistic work. Brandon has accumulated over 15 million followers on Facebook and around 3.7 million followers on Instagram. After moving to New York, Brandon set out to photograph 10,000 New Yorkers and portray their portraits on a map of the city. He displayed his photographs on his Humans of New York Facebook page in November of 2010. He then started adding captions and quotes to his photographs, which eventually evolved into full, comprehensive interviews.
Since 2010, Stanton has taken hundreds of street photographic portraits of ordinary people living and working primarily in New York City, accompanied by snippets of conversations about their lives.
The Humans of New York book was published in October 2013 and sold 30,000 copies as preorders. The book reached number one position on The New York Times Non-Fiction Best Sellers of 2013. The book stayed on the list for 26 weeks, again reaching the number one position on December 21, 2014.
In December 2013, Stanton was named one of Time Magazine's 30 Under 30 People Changing The World.
We’re hoping brandon will be able to capture the essence of American Apparel by photographing customers in store. Brandons influence will allow social followers to learn about how American Apparel are transforming their to focus to those who keep their brand alive and continue the narrative of a contemporary American brand. This one is for the Humans Of American Apparel.
Brandon Stanton
Dear American Apparel,
This has been a hard year for you. In 2015, your debt has crippled business, sales have been on the decline with almost no hope of ever rising again, employees are complaining and ex-CEO and founder Dov Charney just won’t seem to go away (nor will that lawsuit between you two). Not to mention, last week you filed for bankruptcy. What a sad day it was for actual American-made businesses.
But in reality, your bankruptcy could be what saves you. Without that, you wouldn’t have been able to reduce your debt by debt-for-equity conversion and keep your Los Angeles manufacturing operations running. Without bankruptcy, you would have been signing your own death wish.
Wet Seal, Delia’s and Body Central have all already gone under this year, but you, you may be able to stick it out. You started in 1989 as a T-shirt label and continued as a front-runner of the alternative, edgy look of the ’90s and early 2000s with your bodysuits and disco pants (which you can still pretty much get if you shop there today). You committed yourself to being a brand that would supply local jobs in Los Angeles, priding yourself as one of the few brands that is actually made in the U.S., rather than China, Bangladesh, India or Vietnam. No outsourcing here!
Some people might say you’re overpriced for basics you could get somewhere else for 10 bucks cheaper, but here’s the truth: you can get similar basics somewhere else for $10 cheaper that will fall apart within a year. America has become so obsessed with fast fashion that quality has diminished as an effect. But not for you. Your clothes are a buy once, last forever-type deal. While people might be bashing you for your questionable advertising techniques, they can’t deny that your clothes and the bulk of your business aren’t questionable; they’re the real deal. That shirt I bought my sophomore year of high school? Yep, I can still wear it as a senior in college and can probably wear it for the next five years of my life (because after then I should probably look nice for a real job).
Your fabric doesn’t fall apart in the washing machine. Your hemlines are even. I can mix and match any of your pieces to create hundreds of different outfit options. You still keep up with the trends, so I can get those just-in trendy pieces that I see in magazines for a better quality than I can get elsewhere. You keep things interest-ing with bold patterns and fabrics. You might have pretty much all basics in your stores, but you don’t always keep them simple — you always have a different take.
You also have a voice. I can tell any one of your pieces from a mile away — the leggings, the patterned bodysuits, the denim-buttoned skirts, the high neck ribbed sweaters, the shiny Lycra everything. You are iconic. So don’t give up, American Apparel. Things might look dim, but you have a following. There are plenty of us who love our basics that are going to last us until the end of time. And we’ll show up at your doors with our own shopping bags. We’ll shop until we drop, not you.
Love,Your loyal American Apparel customers
Humans of American Apparel,
We would like to thank you for your ever strong support and concern. As with any journey, there are highs and lows. True friends are those who are there throughout. This campaign marks the return to the glory days. To those who doubted us, we persevered. To those who supported us, we always remembered you.
Thank you for your letters, emails posts and loyalty. We promise to keep our flag held high and give you what love. We hope this campaign shines through our former light, and you can continue this journey with us.
We promise to make it up to you.
Embargoed For: 8th February 2016 Humans of American Apparel.The newly founded public relations agency CYAN is taking on a huge task with their upcoming campaign for the relaunching of American Apparel. All eyes in the fashion industry will be on American Apparel during London Fashion Week. The campaign will be launched on the opening day of London Fashion Week, 22nd February 2016, lasting until the 20th March 2016. The new collection will be on display within stores and embodies the brand’s original collegiete hertiage and minimal basics. The campaign includes a collaboration of American Apparel and the renowned photographer Brandon Stanton, famously known for his Humans of New York work. He will be touring five flagship stores across the UK, starting with London and moving onto Brighton, Birmingham, Manchester and finishing in Glasgow. This will give an opportunity for American Appar-el customers to come and interact with Brandon. Stanton will be photo-graphing and talking to customers at each of the five stores and customers will have the opportunity to receive an exclusive personalised, printed T-shirt. “I am really excited about the whole thing. To have the chance to travel around the UK and meet the people is something I can’t wait to do. I’ve heard good things about the country and its people.” Brandon said in a recent interview.
The newly appointed CEO of American Apparel, Paula Schneider, has been recently quoted on the forthcoming campaign “Looking forward, we have a beautiful spring range and have a few suprises in store for every-one.” More refreshingly she said “This leadership team is ready to take American Apparel to the top...again. Few brands have this cachet. Ameri-can Apparel isn’t going anywhere. It’s going everywhere.”
Spring/Summer 2016
American ApparelSpring / Summer 16
Meet Diana.Store manager of our Covent Garden store.Diana has been part of the family for eight years,She holds a masters in fashion management. She is also a part-time model.We think she deserves a career in modelling.
She is wearing our washed denim jacket.White striped crop top. Distressed grey denim.
To learn more about Diana, our company,to shop online and to find all store locations
visit our website.
Made in America - Sweatshop free.americanapparel.net
Meet Ahmed.Supervisor at our Canarby Street Store.Diana has been part of the family for four years,He holds a degree in graphic design. He also works as a freelancer.We thought it would be a great opportunity for him to assist in the visual production of the current campaign.He co-produce this lookbook.
He is wearing our heavy knit sweater.Skinny indigo denim.
To learn more about Ahmed, our company,to shop online and to find all store locations
visit our website.
Meet Jay.Sales assistant at our Brimingham Store.Jay has been part of the family for two years,He is currently training to become an actor. We think he will one day become a successfulactor.
He is wearing our basic black T-shirt.Our skinny black suit. Our patterned tie.Our black bow tie.
To learn more about Jay, our company,to shop online and to find all store locations
visit our website.
Meet Hadi.Store manager of our Manchester store.Hadi has been part of the family for4 years,Hadi hopes to one day start his own boutique. We think he has the skills to make his dream a reality and we are currently helping him set up.
He is wearing our white oxford shirt, our clubmaster glasses and slim blue jeans.
To learn more about Hadi, our company,to shop online and to find all store locations
visit our website.
Available in store 22nd February 2016. Custom prints available.
American Apparel in association with CYAN CommunicationsAmerican Apparel Copyright 2015 ©
