Luxist, a blog for Fashion products, suggests that American Apparel, the US based, ethically orientated, promotional clothing manufacturer, could be the new Gap on the High Street. They do now have a store on trendy Carnaby Street in Soho, London, but nevertheless this is quite a bold claim. Their marketing has become notably sexier, certainly a different approach to the ‘prepy’ models that The Gap has traditionally used.
We watch the rise of American Apparel with interest but currently have not included their products in our core catalogue. Maybe we should? Certainly their dog t-shirts and Sutainable Edition are interesting: