American Apparel: Vintage Porn

Dov Charney started a wholesale t-shirt company in 1998. The idea was to manufacture a quality product, made in America. AA has been the go to brand for a lot of small companies that like the soft hand of the shirts and the socially conscious production methods. In 2007, the company was bought by an investment firm, Endeavor Acquisition Corp. This gave Charney the millions he needed to expand. He had the ability to improve upon fit, fabric quality, dying techniques, marketing, and reach other markets like children and maternity.

Fast forward...

Let's start with the clothing. Still doesn't fit you or me does it? It looks great hanging on a t-stand or folded neatly on a shelf but predominately looks best on waif like models and junior sized women and men. This is only reinforced when looking at some of current ads. Young women who work for American Apparel are often used in place of professional models. This could also be considered a step forward however look at the ad again if you need to. There is no intention of using marketing to make any kind of positive statement towards real women with real bodies. These women represent Charney's muse; too young and underdeveloped. Dov Charney has not only been involved in five sexual harassment lawsuits, some involving AA employees, but is known to collect vintage porn. He collects vintage porn and now he manufactures it. I lack any other words to describe his vision. I think vintage porn just about sums it up.

I cannot confirm or deny if the quality of the ongoing styles have actually improved because I cannot wear them, but I will remark on the completely new influence of prep. Prep? Is there a term for preppy pornography? I guess Charney was influenced by the blonde, letter jacket wearing, college dropout, who poses for Playboy. That could be considered vintage too, right? AA fans can now buy styles like the "Hampton shorts" and the "Kennedy Shorts". For those of you who have better things to do than visit the online store, I did it for you. The "Hampton Shorts", are lightweight, seersucker, pleated shorts with a back zipper closure. Back zipper closure??? This just gets better and better. American Apparel has been able to objectify women and men whether in disco inspired spandex or well, with butt zippers. There is no regard for a target consumer, rather an obsession with remaining exclusive; excluding curvy figures, small incomes and people who do not shop in excess to stay trendy. When a company goes corporate, we usually don't expect much. When a company that began small and supported domestic production with fair labor wages goes corporate, we should be able to expect something. I'm disappointed. This isn't fashion. It's nihilism.