Publisher: Jada Carter
The birth of Los Angeles Apparel was in 2016, created by Dov Charney after he was kicked off the American Apparel team the year before.
It’s easy to say that he was ahead of the fashion industry. While fast fashion ruled at the time, American Apparel remained sustainable and sweatshop free since 1989 when Dov Charney first created it and operated out of his school’s dorm. It’s first factory was stationed in Charleston, South Carolina, next moving to a factory in Los Angeles where it was utilized for years. Workers were paid well and consumers could tour the factory when they wanted to. Even with being sustainable, the brand had its own trends and collections that other retailers tried to copy. Forever 21, for example, created replicas of the iconic Disco Shorts in their store. American Apparel created clothing items and designs that were new, but after Dov Charney was gone, the brand stopped selling a huge amount of beloved pieces which made the brand not so exciting anymore. All of its physical stores closed as it became an online retailer. Worst of all, the company stopped using the factory in LA, taking their development overseas, following the same route as fast fashion retailers, causing it not to be sustainable anymore.
Now in 2020, Los Angeles Apparel is becoming more known. Basics from American Apparel are being created but with different names alongside their new products. Dov Charney took back the LA factory and used it for his new brand while also living in the building. The brand has a heavy set of values that can be found on their website where 10 points are listed.
One of them stated, “We strive to buy textile and yarn products made in the United States to support domestic manufacturing. Over half of our yarn consumption will be derived from domestic sources. A strong domestic industry is good for our company’s financial viability in the long run. It helps us serve the interests of our customers, is good for the health of the domestic and continental manufacturing base, and ultimately is good for the environment by reducing the impact of our supply chain’s carbon footprint.”
Dov Charney pays close attention to his consumers. On Instagram, he utilizes live streaming to connect with consumers by listening to their suggestions and taking notes for future products. It’s the reason why the brand stands strong after 4 years. Recently, with COVID-19 spreading, Dov Charney provided his services by having his brand create masks since there is a shortage in the world. The masks are sold to consumers and donated to hospitals that need them. On the company’s Instagram live, he called for help from supporters and past American Apparel employees to help with mask distribution to hospitals in the US and other countries. He also asked for help with sewing masks in the factory. The selection of masks started with basic colors now also including patterns that consumers asked for.
With society shedding light on being conscious about clothing, Los Angeles Apparel is already there with us.