The brand that was once faced accusations that it hired and fired sales associates based on their appearance is joining the brigade of brands introducing size inclusive denim collections.

American Apparel, a division of Gildan Activewear since 2017, relaunched its denim line with extending sizing ranging from 24-36 for jeans.

The brand joins a growing list of brands that are opting for extended size ranges, including DL1961, Reformation, Forever 21 and actress Sophia Vergara’s new line for Walmart.com.

The Spring/Summer ’19 collection plays into the brand’s history for comfort, versatility and nostalgic-inspired designs. The entire collection, available on Americanapparel.com, retails for $38-$78.

Women’s jeans styles include a non-stretch cropped wide leg jeans, a super skinny jean with two-way stretch, a stretch pencil jean and a button flare jean. The brand’s core item, 100 percent cotton high-waisted Mom jeans, are offered in an array of vintage-inspired washes like rainbow wash, pink tinted wash and marble blue wash.

The women’s assortment also offers high-waisted cuffed shorts, a button-front A-line mini skirt and an American Apparel signature—denim hot shorts—in sizes XS-XL.

For men, American Apparel offers skinny, slim and straight fit jeans in classic light, dark and black washes. The denim Rad short, offered in blue and black, smacks of Dadcore style with an elastic waistband.

The embattled brand first introduced denim to its line-up of U.S.-made basics in 2011 using similar 14 oz. 100 percent cotton fabrications that’s prominently featured in the new collection. Shortly thereafter, American Apparel underwent a series of setbacks, including the removal of controversial founder Dov Charney from his CEO position and bankruptcy in 2014. Gildan Activewear acquired the company in 2017 for $88 million and relaunched the brand the following year with a message that emphasizes on quality and comfort.

Published On : 02-04-2019

Source : Sourcing Journal