Gildan Activewear is bringing American Apparel to consumers in more than 200 countries worldwide via its online store.
The expansion follows Gildan’s successful US relaunch of the “iconic fashion basics brand” and will be supported by a ‘Back to Basics’ launch campaign across various digital platforms and on billboards in selected markets. This will feature real people and a “diverse range body types, ages and ethnicities, all sharing the same playful, confident and honest spirit that brand fans have always loved”.
The new approach is said to be more focused on “body positivity, inclusiveness and diversity” than ever before. Gildan states that the new collections feature “traditional American Apparel quality and style and are now available across a more inclusive range of sizes and fits.” The company adds that, “Loyal brand fans can look forward to all-time favorite styles, including the classic range of T-Shirts in a rainbow of sun-soaked colorways, iconic Disco Pants, High-Waist Jeans, Bodysuits, Metallic Leggings, Unisex Hoodies and Fisherman Pullovers.”
Gildan also suggests that, under its ownership, “AmericanApparel is now able to offer the same great styles at more affordable prices, without ever compromising the brand’s promise of quality products and commitment to being ethically-made and Sweatshop Free.”
In January 2018, Gildan reintroduced the American Apparel brand to the UK’s imprint market through multi-brand distributors: BTC activewear, PAG Leisurewear, PenCarrie, Prestige Leisure and Ralawise.
American Apparel tracksuits – part of the 2018 collection