The Rise and Fall of American Apparel

American Apparel was once one of the biggest high street brands in the world. With indie sleaze ads that caught the consumers eye, Made in USA promise as well as their guarantee of workers rights, they differentiated themselves both in front and behind the scenes. However, the rise was short lived after in 2005 the sales began to dip and debt began to rise, causing the company to go public in order to remain on top. Then followed several years of questionable book keeping, trouble amongst the business heads and scandalous lawsuits about the founders workplace misconduct, the company saw even further troubles as both sales dipped and the stock price plummeted
Beauty Channel: / @underskinyt
Patreon: patreon.com/understitch

[@rentedthriftedreal]

The best time in NYC was when you could walk into an American Apparel in any neighborhood and get the random leggings or bodysuit you needed for your outfit

[@2120musiclover]

Big facts! I loved how the one on Houston was open til midnight on weekends!

[@understitchYT]

In London we used to get leggings for clubbing because they were well opaque, cool and cheap

[@miola2083]

I used to do much stuff at AA, loved the color and the Made in LA idea. I think I still have their silver leggings somewhere.

[@Monroestevens306]

Chicago too

[@maryperry6573]

@@miola2083i still hve my Disco pants and Riding pants from AA. Not going anywhere

[@dulapeep5609]

The chokehold of american apparel campaign on tumblr is insaneee

[@understitchYT]

It was such an era

[@LinguaNigra]

Wow. 20 years ago I applied and got hired to work at the second AA location in Brooklyn, the Court Street store. Dov loved controversy. The "art" were mugshots of Black and brown women, all over the store. I remember emailing him about it and he replied, letting me know it was in fact "art". Smh. Back then every store had live plants and music blasting from the then very new ipod. We wore tight shirts and sold $50 hoodies to people who wanted to see the movies next door but didn't realize how cool the ac was. After you applied and if you got an interview, they took a photograph of you and that photo would live somewhere in the apartment near the shop in the LES. We would get random famous folks who lived in the neighborhood and almost every customer confused me for the other two Black women employees. It was a different time, I had a flip phone, the shop would be open till 12am on Saturdays and we had a lot less worries. I can't wait to get back with my old friends from the Court street shop this summer. *and I still have quite a lot of my clothes, it's so hard to give up*

[@ajae...]

I remember when someone released a document laying out what employees should look like, and it was published on Gawker. I just tried to find it and there's a 404 message on the page. At least one other article exists on the defunct site, so special effort was made to remove the one I'm referring to. It said that black women employees could only have natural hair, no wigs or braids. It also talked about body type because only "attractive" black women should be hired. To me that's code for thin, lighter skinned, and narrow facial features. There was a lot of discussion about the company's anti-black racism that didn't make it into this video. When Gawker was shut down after being sued by a right wing political financier named Peter Theil, a lot of pages were removed.

[@ajae...]

I remember when someone released a document laying out what employees should look like, and it was published on Gawker. I just tried to find it and there's a 404 message on the page. At least one other article exists on the defunct site, so special effort was made to remove the one I'm referring to. It said that black women employees could only have natural hair, no wigs or braids. It probably also talked about body type because only "attractive" black women should be hired. To me that's code for thin, lighter skinned, and narrow facial features. There was a lot if discussion about the company's anti-black racism that didn't make it into this video.

[@ajae...]

I also remember online debates about whether the company's racism and sexism outweighed the better than average working conditions.

[@LinguaNigra]

@@ajae... it was a really weird time. Back then you could email Dov directly and he would reply. He would visit the store (I missed that, I only worked weekends). I can see what you mean because as a fat black woman, back then I just knew I wasn't the face of the brand. I def had to be assertive when it came to getting hired.

[@crystalstarrz]

Imagine it’s 2024 and I’m still looking for pieces I regrettably gave away. Especially the gold/black foil long sleeve minidress and the riding pants.

[@AbandonedRaven]

I remember when Supreme switched companies for their blank shirts. I’m not sure who Supreme uses now, but they used to use American Apparel. When they stopped, they dropped all of their blanks at Kmart (when it was still around). And people rushed, including me, to buy up the blanks since they were specifically made for Supreme. Even years later, those shirts are still better than the ones they use now. They’ve gotten better, but you can see the quality differences.

[@understitchYT]

Oh thats so interesting, thanks for that tidbit I didnt know. I know the US Amry uses LA Apparel now, but Id like to know their other clients

[@titamcfrizzy]

Oh wow! What year was this? 2009ish?

[@AbandonedRaven]

@@titamcfrizzy I’d say way later than that, maybe like 2016? 2017? I’m not sure. I still have them. After checking of them say American Apparel, some have the typical Supreme tee tag but cut in half so you don’t see it. I got into the brand like 2013/14, so it couldn’t have been 2009.

[@matthewmeyer7815]

Supreme never used American apparel. Supreme t shirts were found in Kmart, but the tag on the shirt said supreme and the Kmart hang tag on the shirt said American apparel. There was no American apparel tag actually sewn onto the shirt

[@AbandonedRaven]

@@matthewmeyer7815 Complex article, August 3, 2017, “Sorry, Hypebeasts, But You Can't Cop Those $4 Supreme Shirts at Kmart Anymore,” directly says that the last batch of American Apparel blanks (specifically made for Supreme), were shipped to Kmart. Lining up with around when AA went out of business. Supreme used American Apparel at one time. Some of them have the tag cut, some still have the Supreme tag in tact. I mean I have them in my collection still. And I’ve seen some with an American Apparel tag; cut and made very similar to Supreme shirts. I won’t pretend I know a lot about fashion when it comes to clothing on this particular channel (especially the higher end of the spectrum), but Supreme is one of the few brands I’ve collected and resold for a long time. I still have some and sold some. They were only a few bucks at Kmart if I remember correctly, as the title of the article said.

[@cherrycoke6253]

Could you do a video on forever 21? I really want to know what happened.

[@understitchYT]

Oooh theirs is such an interesting story too

[@YogabyBiola]

Yes!

[@miola2083]

OMG, I used to LOVE American Apparel, I still have some of their shirts that I wear to the gym and tbh, the quality and cut are so good. I used to visit their Williamsburg store in Brooklyn. Good times. There’s def a gap in the market for a brand like this, minus the sexual misconduct. Thanks for this great video.

[@understitchYT]

Right? Its wild to me that having someone actually give a hoot about their employees was their USP, wild. Then for it to be so awful at the same time, wild, just wild

[@yadig9227]

As a former printer, the early 2010s AA garments were some of the best i worked with, some still being around a decade later in great shape.

[@understitchYT]

Their client base has stuck with them a lot when they moved to LAA probably because of this

[@user-fg4xb7tz2e]

I KNOW they’re such good quality 😫

[@chavant]

You couldn't walk a single block in Manhattan or Brooklyn without seeing their iconic "cities totes". I myself have one and love it so much, still a staple. At its peak, American Apparel was synonymous with Tumblr and later with the AAA girls (a very fun era!). I dearly miss the aesthetics and their basics. The clothes I still have are some of the best quality I own. Important to note that AA factories were considered a beacon of hope/prestige amongst Mexican/Central American migrants in the LA area. Great job on this!

[@understitchYT]

The AAA girls were such a bop! Shame to hear what Willam said about them splitting up due to scheduling, but I felt so represented then. It was before the wider mainstream cottoned on to drag race, though it had already started it just wasn't as ubiquitous as it is now

[@Loveswagsurf]

I worked at an AA store location in high school. I remember going to work and being met with a large group of factory workers protesting outside our store, with signs that said “we want dov back”. Was very strange to see a man with obvious sexual misconduct be simultaneously championed by those who appreciated the job security and quality he provided.

[@understitchYT]

I mean imagine being a factory worker, you have extreemly few benefits, management often soesnt care, you *feel* replaceable. Then dov comes along and treats you like a human being. They mustve been terrified to lose the best version of that job that existed

[@8_bruh_8]

Since when is consensual sex “sexual misconduct”?

[@kirbysaurus5670]

@@8_bruh_8since when was being forced consensual

[@jadacherie9464]

I was in high school from 2013 - 2017 and I wanted to be a AA girly so bad. I saw so much of it on Tumblr and I remember when I turned 15 my mother took me there and I got my first denim circle skirt with a crop top. It was my favorite outfit. When their store in was going out of business, I racked up a whole closet for 80 dollars and I got so many pieces that I had wanted for so long. I still have some of them today. I shopped from his Los Angeles Apparel company recently and the products are just as good. I just wish that he made more of the iconic pieces now that I can afford them. Hopefully he really got his act together this time

[@understitchYT]

I think theres space for an AA-like company. But it frustrates me that he doesnt seem to have learnt his lesson to do with sexual misconduct with LAA honestly. Really, if it was not for that I think the brand couldve been incredible

[@user-hc2tu7ul7j]

When Kanye’s beautiful dark twisted fantasy album came out there was a song with a line ‘I need more drinks and less lights. And that American Apparell girl in just tights. I was in college and wanted to live the AA lifestyle sooo bad. Also, this may seem like an odd comment but the girls who modeled looked so ‘real’ and made me feel good about myself, unlike the previous super skinny celebs before

[@understitchYT]

They were real! He was actively against photoshopping models or being too superfluous. Even today so many of the approaches he went with are innovative, its really such a shame he couldnt learn his lesson with sexual deviance

[@_akemit]

i loved AA, always have, always will. i was an employee of a Toronto location and a model. i had 2 billboards in LA and multiple posters in stores 🥲 they treated their employees well, we had a generous discount on the clothes that were already well-priced and good quality. i'm sure other AA employees had different experiences but it was truly one of the happiest times of my life; i'll remember it forever. the only 2 pieces i have from them now is the tote bag with all the city names on it (iconic hello) and a super long wrap cardigan that has holes in it but i refuse to give it up. anyway, great video, love going through peoples comments too.

[@chavant]

Wow I'd love to hear your stories of your days there! Ironically I applied to a local store exactly 1 week before it shuttered permanently. They were still actively hiring, so I don't think they knew it was going to close. I still own my iconic cities tote in black, frequently get stares at it, and I like to think its because its fellow Tumblr-AA era girlies recognizing one of us in the wild 😂

[@understitchYT]

Thats so cool!! Im so glad to hear you had a great experience, did you ever meet Dov?

[@_akemit]

@@understitchYT i did not! but i did have a phone conversation with him where he offered to fly me out to LA for multiple photoshoots; we talked plans and visions for them. it was extremely exciting but unfortunately those calls took place about 2 months before word started getting around that stores were closing. never got to live out those LA shoots. sooo sad. 😩

[@_akemit]

@@chavant omg i feel the same way whenever i catch someone looking at mine! i found a circle skirt at the thrift a few weeks back and was SHOOK but sadly it was a couple sizes too small. i honestly absolutely loved working there, and my opportunities with the company started to take off a couple months before word got around they were closing stores. then the weird allegations started coming out about Dov so i kinda put my guard up. sad nonetheless. i'm sorry you applied too late! :( ♡

[@Mx_Skull]

As someone who was a young adult in the late-2000's, this video REALLY scratched an itch. Thank you. By the way, I'm a long-time subscriber, and I've watched/listened to SO MANY of your videos over the last 3-4 years. You're truly doing some kind of necessary and important work, and I think your channel is under-rated. I just had an "ah-ha" moment while this video was playing. This is just feedback from one person (me), so take it or leave it! But, I realized that you deliver your research in the style of an essay, with some long, complex, compound sentences. There are sometimes multiple data points and even several key actors mentioned in a single sentence, and for me, those sentences sort of go "woosh" right through my head. Like, in one ear, out the other. Especially if there are also large blocks of text on the screen. If I were to read a transcript, I'd find it totally fulfilling. But, while listening, I have difficulty retaining a lot of what's said, and I'm consistently feeling the urge to stop and rewind... but perhaps partially due to the format (KZbin), I rarely do. I just lazily let the information evaporate. I don't take it as a granted that everyone would experience this the same way as me, or if they did, that they'd necessarily notice the issue (or some other issue, particular to their experience), be able to define it, and feel compelled to explain it in the comment section. I've been somewhat passively consuming your content for years, and I just had this little awakening. And, I realize that it must be difficult to condense SO MUCH research into a

[@understitchYT]

What wonderfully constructive feedback thank you. Ive already scripted and edited my next couple videos, but Ill try to be more careful about that in the future. Youre right that I approach my scripts like Im writing a paper for a journal, just honestly because thats what I know, but yeah makes sense that its not as digestible. Truly thank you so much 🤍

[@NocturnalEmissions]

American Apparel did NOT have body diversity. Most of their ads were skinny white people. They rarely featured dark skin people.

[@Loomps38]

So?

[@understitchYT]

They had so significantly more than their competitors, it was very noticeable at the time

[@amarachiduru7929]

@@understitchYT That’s sad that AA was considered more diverse than their competitors. Growing up as a dark skinned woman I never could see their ads as diverse lol

[@understitchYT]

I agree, it wasn't a good time for diversity and most minorities were used as a gimmick in those days, its really sad but I remember that with the AAA girls and when my friend Lucy saw Asian models in AA for the first time. Really, they were the only brand being remotely inclusive and not in a condescending way, but even then it wasn't enough, I'm glad we are seeing improvements

[@Loomps38]

@@amarachiduru7929 I’m dark and I have never cared about stupid stuff like that if you like the brand and they make good clothes so what? There’s brands that only use dark people..like get over yourselves it’s so annoying how everyone wants “representation” is like getting out of control now everyone remotely good looking thinks they’re super models 🙄

[@sparkswolverine]

The guy kept his LA Apparel factory open at the beginning of the pandemic and 300 of the factory workers were critical.

[@understitchYT]

Eesshh

[@Mademoiselleantoine]

American Apparel used to be a major presence. I recall visiting their stores in downtown Boston. The stores had a simple, unassuming look, but I also remember the scandal involving sexual misconduct and their highly sexualized marketing campaigns.

[@user-hc2tu7ul7j]

I wish it was still open! I was walking down Newbury last month and it’s so soulless compared to 2016

[@understitchYT]

Personally I never mind a sexualised ad, I think its of its time maybe a bit eesh today, but in context I get it. For me it's the intraoffice fraternisation that is a real put off

[@giovanna722]

I remember seeing large ads featuring sheepish looking girls of about 14 or 15 turned towards a wall, " offering" a view of their backsides. I knew nothing about him, but really disliked the creepy esthetic.

[@julianenjoume83]

yeah, I was very happy when I got the notification of you new video: my friend worked at their shop in Berlin and we still have shirts that my kids wear now. great quality. we loved the color range, they had been so cool untill they were not because of all the scandal around dov... anyway, thank you so much for all the work and energy you put in your content. I love it so much and am a big fan!

[@understitchYT]

Oh that makes me so happy to read thank you so much 🥰

[@paaaaaaal]

THANK YOU 🙌🏼🙌🏼 I asked for this and you delivered!!! Ready to watch & learn!!!

[@understitchYT]

Hope you like it! 🤍

[@sarikatimmi]

miss this store so much. great stuff, fantastic quality and well priced

[@understitchYT]

And in a time before Uniqlo it was quite needed

[@kinolibby6580]

I used to work in a shop on Carbaby Street (London) in the mid naughties and there was a reciprocal discount amoungst the staff of many of the shops on the street including American Apparel. Chatting with other people who worked on the street it became clear that we were all being offered different discunts at American Apparel. I can't remember if they confirmed it or we just figured it out but American Apparel staff were told to give higher discounts to hot people as a marketing strategy.

[@yanikeonpurpose]

Not hot people. Lool London back then was a time. Haven’t been to Carnaby street in ages!

[@understitchYT]

Oh wow thats kind of awful, something I expect of the old A+F

[@lisabrightly]

Another very well done piece! Thank you!

[@understitchYT]

Im glad you enjoyed it, thank you

[@Gramercypark]

I loved exploring all their stores in nyc- each one was so unique in its own way. Although I did hear that some employees would steal clothes almost every shift- not sure if this was true of course but everyone that worked at the stores were very young.

[@understitchYT]

The girls I know who worked there definitely did 💀💀

[@joseluisrodriguezritte2734]

Excellent insights about the fashion industry. I appreciate your work!!! Thanks

[@understitchYT]

Im so glad you enjoyed 🥰

[@monsieurhoneybones]

Great reporting as always. It would also be amazing to see you do a video on the rise and fall of Opening Ceremony.

[@understitchYT]

Im glad you liked it, and yeah OC was such an interesting brand, I think theyre still doing okay too

[@debspringchannel831]

Thank you for honouring my request... Love this channel

[@understitchYT]

Im always so grateful for requests, its nice to know which way you want me to go 🥰

[@elbowjuice2627]

All your videos are excellent. Keep up the great work.

[@understitchYT]

Thank you so much 🤍

[@ashleymatthews683]

I'll never give up my AA disco pants. I'll never wear them, but i can't give them to the streets😂

[@understitchYT]

Someone in the comments said she was saving up to buy them when they closed, nudge nudge ahhaha

[@Fabdanc]

I still have so much American Apparel clothing, some of which I still wear almost every single day -- I still have an OG Legalize LA shirt. The quality was so good. Every time a piece wears out, a piece of me dies. A pair of shorts I have finally ripped after 15 years of use. AA was actually my Accounting-Stratregic Management cap stone project in university. Their rapid brick & mortar expansion created an untenable debt situation that was only exacerbated by the 08 financial crisis. They just couldn't overcome this. It is crazy to think that if they would have been more conservative and relied more on e-comm sales, they probably could have weathered their financial struggles. Could the company have weathered the more social scandals, hard to say.

[@understitchYT]

I agree actually, I think the downfall was mainly due to the needlessly quick expansion. But whats weird about it is that they knew the high street was dying by that point, even as far back as the 90s we started seeing signs that stores were struggling (I mean the Disney Store famously struggled terribly in the 90s because of it), so I think youre right there. Honestly, I think they could've spun their scandals tbh. Other companies have done far worse and recovered quickly, so I just dont think it was the sole reason

[@Fabdanc]

@@understitchYT totally, in my research we actually looked at the debt covenants. They signed agreements with extremely unfavorable terms. Even if their sales rebounded, they would have still struggled to service the debt and likely would have defaulted on their loans. I always found their e-commerce experience so much easier as it had a wider selection. If you were an avid shopper, their sizing was super consistent between styles. So if you had your measurements down, there was never a need to go into a store. I don't know about you, but their hoodies were just so iconic. You could spot someone in an AA hoody from a mile away.

[@chavant]

Interesting perspective, totally right about the accumulated debt! I only have 2 remaining items left, my cities tote, and a plain shirt with a colored collar unfortunately!

[@oreolusola9358]

Pleaseee do a video on Nasty Gal 🙏🏾 Love all your content btw I’ve watched everything❤️

[@understitchYT]

Oh thats so interesting, I hadn't thought of them before

[@1mochadelightable]

Always walked right passed that dry 😂looking store

[@Deenique16]

Ok

[@shinstantramen5169]

😂😂😂

[@understitchYT]

It was never my taste, I was more topshop/topman but my friends liked it a lot

[@zeberday1]

I wish I'd kept that baby blue bleached tie dye t-shirt. Newly out, 17 year old me loved it.

[@understitchYT]

did you wear it through?

[@paullisak6454]

I have been doing screen printing my entire life. I would go to a trade show every year in Long Beach CA. I met Dov there one year, he was dressed super cool and his booth had a ton of cute girls in it. Everyone at trade shows gets so much literature from the booths, that you carry around these heavy bags with cheap handles that usually break. Those were the years that American Apparel had these little catalogs, way different than every other manufacturer with their models in thongs and tiny bras. I remember seeing a bunch of dudes at the trade show with no heavy bags of literature but the one catalog they all had was the one from AA either in their hands or back pockets. Dov knew how to sell his product.

[@understitchYT]

"Sex sells, unfortunately we sell Denim", my favourite tag line ever and it's from Diesel. Actually I'd say it was this tag line specifically that got me interested in retailing specifically

[@paullisak6454]

@@understitchYT Love Diesel, the early early 2000s cowboy/western aesthetic was soooo cool. Coolest pair of shoes I have ever owned, Black leather slip-ons with orange and white western stitching and a white sole. I think they were called the Skywalkers. Renzo is a brilliant man!

[@scpatl4now]

I remember when all these allegations came out. I truly thought he was mentally ill with some of the things he made staff endure in a sexual nature

[@understitchYT]

To me its wild someone can be so simultaneously awful and great. Like why is it so noteworthy to have a company that actually cares for its employees benefits and wellbeing? But then why is it that in that environment the head would be so exploitative to the women. I dont defend him obviously, but its wild that such a juxtaposition was able to exist

[@thinkforward8752]

I used to *love* the fit of their 50/50 tee-shirts; well-fitted throughout and nice & snug around the neckline. I have yet to find a replacement brand/fit 💔

[@understitchYT]

And not as heavy as the uniqlo ones

[@Michael-xi9nb]

I have fond memories of American Apparel coming to London. One in Covent Garden and then Oxford Street. 😭

[@understitchYT]

We used to love the one in Covent Garden, because it was less busy than the Oxford Street one

[@tabletbooks4967]

Genuinely wonder what's the difference in quality now between American Apparel tagged shirts, a Gildan subsidiary, and Gildan tagged shirts - and which dominate printing / merch in North America, while also being considered some of the lower quality Ts out there. Edit: also the model, Lauren Phoenix, at 11:16 in the 2005 ad was a literal 🌽 star. Nothing wrong with using sex workers in ads, but these were the only women of prominence they featured in their advertising (I think Sasha Grey also did ads for them) - no actors or musicians or other women of note, just 🌽 stars. That was one of those things that gave people the ick about the brand early on. Excellent video as always.

[@understitchYT]

I can't imagine why *homosexual wink* but I had no idea that the women were in corn hahahah I'm very pro-expression and freedom as a person, so nothing but respect from me for the girls getting their bag, but a bit sus they didnt use male corners though ijs

[@jackieeg]

No one at the factory was particularly loyal to Dov. I knew a lot of people that worked there in various jobs… I wouldn’t say any of them liked Dov.

[@understitchYT]

Thank you for that perspective. I actually spoke with people connected ex-factory workers to check if it was correct and they seemed to think it was, but obviously I recognise that everyone has different experiences and I just dont personally think all the women felt totally safe in that environment either

[@maryjanedodo]

I'd add that the American Apparel aesthetic was equally as influenced by Richard Kern & Vice Magazine (when it was mostly just a magazine) as much as Terry Richardson, on the Flipside the first 2 seasons of Skins was very inspired by the AA aesthetic. That's the only reason anyone knew about AA in Australia. I still treasure my old physical copies of the Magazine - particularly the photo issues which were printed on a larger format. Yeah a lot of sleazy stuff happned in that era pre 3G & GFC, but pop-culture was even worse than alternative culture - just need to look at how Britney & Amy Winehouse were treated by the media...

[@arfriedman4577]

Years ago, i walked past the American Apparel store. I think i went in once to look.

[@understitchYT]

Find anything you liked?

[@arfriedman4577]

@@understitchYT it was a long time ago. The store was a few blocks from my job, near a restaurant we ate at sometimes. I just looked. I had no plan to buy. Much success, health, happiness and blessings to all.

[@discodirk48]

That's the Juice for ya!

[@understitchYT]

every drop

[@ahmarindungu9010]

Omg every person was in this I though everyone was so cool even me lol 🤣

[@understitchYT]

Honestly I think its nice to have a company that genuinely cared for its employees. Wild that thats become an extreme exception rather than the rule

[@darrelsuarez]

my secret flex is having pictures with and autographed posters of all three AAA girls

[@understitchYT]

omg stopppppp

[@sip_water]

american apparel deserves praise for how ubiquitous they became for band/tour merch. whether it was a tiny local band or an arena packer for a period of time band merch almost always came on american apparel blanks. not the best blanks in the world but they definitely were above the bar in quality. all of mine still hold up to this day as long as the print was done well. now the blanks people use are so hit or miss that i hardly ever buy merch anymore, or i treat it like a donation because the shirt probably sucks. shame.

[@understitchYT]

Thats such a good point. I wonder if thats transferred to LA Apparel at all, I know the US army commissions them and theyre running quite well atm so I wouldn't be surprised

[@kateb2643]

I was thinking "wow, that's so doable" until the small loan of $100k

[@understitchYT]

Hahahhhah exactly

[@Deadsetdead]

Richard Kern rules.

[@SnakeBush]

lulumon in 2030

[@TopoChicoPlease]

Nothing beat a the AA zip up hoodies with 50/50 tee underneath. Sigh... simpler times.

[@understitchYT]

geek glasses with no functional lenses and a moustache on your finger, god I loved it

[@HeyQuinton]

Ryan Holiday (yeah the guy who now does stoic writing and whatever) was a real marketing genius (scumbag?) for this company and was a big contributor to their growth and popularity

[@understitchYT]

he is on instagram now!

[@markjohnson2257]

American Apparel was very popular back in the day. I don't think those provocative ads would be acceptable in today's environment.

[@understitchYT]

Shock marketing just took a different route really. It used to be all about sex and now its more about CGI causing impossible stuff. Honestly i think there should be space for both, but fashion follows trends so strongly that its hard to see something truly truly original

[@SusanBSketchy]

Actually, i think that Los Angeles Apparel has begun to fill the space that AA used to occupy with marketing. Their billboards here in LA are extremely similar. They almost feel like a more contemporary version, with very similar offerings and pay their manufacturing workers above minimum wage.

[@Loomps38]

Look up Los Angeles apparel

[@Tweegrrl]

I remember back in the day in Montreal, before AA became AA, the wholesale t-shirts had a "Classic Girl" tag. There were shops on rue Mont-Royal where you could get anything you wanted printed on a 100% cotton Classic Girl t-shirt. ^~ M E M O R I E S ~^

[@understitchYT]

oh thats so interesting thank you

[@juliettevharris]

I wish you could send private messages in KZbin. Hopefully 'Understich' sees this. (I don't know her name, actually) I would love a video on Claude Montana. He died recently, which made me realize not many people even know about him.

[@understitchYT]

I really desperately want to do a video on CM, I just dont honestly know how many people would watch it. Maybe thats exactly why I should do it idk Also, you can DM me on insta if you want, but I only log requests given in YT comments. I obviously get quite a lot, so its just an easier way to handle it

[@juliettevharris]

@@understitchYT I think it would be interesting. I'd love to know why he had a downfall. People should know about him. He was an amazing designer. There where other's in the 80's and 90's that should be known. Nolan Miller is another one, or Bob Mackie! You could do a series on designers of the 70's, 80's and 90's. 😍

[@understitchYT]

I would adore to do Bob Mackie so so much, I think I'm probably the best channel on YT rn to do a full retrospective. I'd honestly just like to cover everyone, one day I hope to run out of brands

[@j.-f.beaulieu1331]

I think he was making a profit of $1 a shirt, not $50... I don't think schoolchildren in 1984 would pay $50+ for a t-shirt. Granted, the sentence is awkwardly phrased.

[@understitchYT]

Yeah someone else commented that I may have misunderstood. Hoenstly, I just thought he was exaggerating

[@j.-f.beaulieu1331]

also a good hypothesis considering it's Dov...

[@Kinglystateof]

You’re watching UNDERSTITCH✨

[@understitchYT]

HEYYY

[@lilmonsta6701]

The Los Angeles Apparel billboards around LA are so weak. American Appeal was the aesthetic

[@understitchYT]

I'm curious why they didn't go with a revamped image tbh

[@asc642]

My dad used to work there

[@understitchYT]

Any crazy stories?

[@asc642]

@@understitchYT My dad worked for them for years until they unfairly laid him off in 2017

[@understitchYT]

Im sorry he had to go through that

[@aprilized]

You completely misunderstood the part about selling shirts in 1984. Him and his friends were making $50 each (not on each shirt) for selling the shirts. He was trying to make $1 profit on each shirt. It says it right there in the transcript. Lol.... $49 dollars profit on each shirt in 1984 from someone buying your shirt off the street....Yeah, no chance.

[@understitchYT]

Yeah somebody else said this too. Honestly I just thought he was exaggerating

[@SoaringSpear]

I’ve never heard “South Carolinian” sound so classy

[@understitchYT]

Its all the tea and shameful history 🤗

[@user-fg4xb7tz2e]

They shouldn’t have closed, I was too young and didn’t get all the pieces I wanted 😭

[@Vintagestylewins]

Exactly I wasn't working yet to afford a pair of disco pants lol I was 14 😂

[@understitchYT]

maybe ebay has it for nostalgic purposes?

[@SnakeBush]

i am glad fashion has moved from caring about slaves and is more worried about racy photos in advertising

[@understitchYT]

I think the problem was more the sexualised work environment, but yeah, there is far worse

[@bnwo]

Dov is a legend.

[@paddyolten4031]

The brands choice recently aren’t very exciting … I literally forget this brand …. How about Vetements and other streetwear brands like Stüssy ? How about Givenchy ? How about…..

[@understitchYT]

Thank you for the feedback, I’ve been trying to toy with different kinds of fashion brands on the channel as well as the biographies. I want to represent my own interest in retailing, and obviously that does expand wider than just luxury brands or just popular brands. But I take that on board, thank you

[@nash4903]

@@understitchYTI completely disagree with the original comment and have really been enjoying these recent brands! Its interesting finding out what went wrong/right with brands I used to be really into :)

[@ttllymxico]

Fvcking Hell Calling it Indie Sleaze when the Corporation merely imitated eras and Cultures we grew up in is CHEEEEEEEEEEESY GET A C L U E WHERE STYLES ARE FROM !

[@z0z111]

It's not really cheesy, it's just a phrase to describe a style, the style itself was cheesy, as is your attachment to it. I say this as someone who was there for it all.

[@breathless_siren]

I guess no one wants to say hipster anymore? I miss that time, but it was such a wild part of my life and a little destructive

[@kendi1417]

Love this brand and founder.

[@LennyCartwright]

"He moved from Canada to America" Canada is in America, by the way.

[@understitchYT]

Its in Northern America, the continent, but America is the country otherwise called the USA or United States of America

[@sugrcookiiee]

Absolutely fucking not You know they meant the (united states) which canada is not apart of, by the w a y.

[@sugrcookiiee]

The united states of america is the only country on either continent with america in its name. Thats why some people call the "U.S" america, hope this helps your brain

[@pattyprolapse]

I'm just here for the Jonny Makeup of it all

[@understitchYT]

Thats a name I havent heard in a hot minute

[@Loomps38]

Los Angeles apparel is now going and they’re selling the same stuff they’re a great brand he just changed the name now 😂

[@understitchYT]

Yeah its included in the video, did you see the small doc from VICE?

[@SusanBSketchy]

I was in college during the peak of AA's influence on street fashion. Over a decade later, i still have all of my shirts and denim products. The only items that didn't surivive the test of time were the ones with stretch fabric that would have naturally degraded over time anyways. Los Angeles Apparel still carries a lot of the og AA aesthetic in their advertising, and the support of their manufacturing workers, and appears to maintain a lot of the brand identity of og AA. I have purchased from AA post-gildan acquisition, and from LA Apparel and my impression is that current AA is relatively unremarkable. The shirts are fine, but the brand doesn't have that same fashion statement factor or offerings that it used to have during their peak era. I've only purchased lingerie from LA Apparel so far, but i am tempted to try their hoodies, as they have some interesting color options. The lingerie feels like a contemporary version of AAs original offerings, but I'm not sure that the material and construction are of the same high quality og AA used to have in my experience. That could honestly be because it's a lot of stretchy lace, micro mesh, and stretch nylon, though. With that said, the cuts are modern, comfortable, flattering, and i get a lot of compliments on them. A friend of mine who i used to work with actually modeled for one of their billboard campaigns a couple years ago. She had a very positive experience working with their photographer. While not as edgy as the original AA campaigns, i do think they have tried to keep the brand image sexy and stripped down. The models wear little to no makeup, and occasionally their photographs on their website feature femmes with a little more body hair than one might traditionally find in fashion advertising. If nothing else, Dov seems to be consistent in the creative direction of his brand image.

[@understitchYT]

Yeah he really is very consistent in his vision for what he wanted, its definitely very honest if nothing else. He actively talks about his own scandals in interviews and his perspective despite knowing that its controversial and ethically not okay. So really its wether this is the better the devil you know or not. We know unequivocally that worse has happened in factories in cheaper labour countries, its relatively well documented, so I get why the employees back him so much knowing that

[@stsbk]

Spliff already rolled. I knew today was gonna be a good content day 😮‍💨🤎👏🏾

[@understitchYT]

🍀