American Apparel launches "How We Live" campaign

By

Gabriella Lacombe

Published
Feb 27, 2019

Gildan Activewear's American Apparel has unveiled its Spring/Summer 2019 campaign entitled "How We Live," featuring a new collection of everyday essentials.

The "How We Live" range sticks to the company's core aesthetic of basics, offering sweatshop-free apparel featuring new silhouettes in fabrics like California fleece and baby rib, prints like pastel stripes and rainbow wash denim, and multiple new color ways, as well as an extended size range from XS to XXL.  

According to a press statement, this first drop also includes the new "every day/ every body" print, used on a limited-edition capsule collection of pieces featuring a handwritten message meant to embody American Apparel’s commitment to inclusivity and diversity. The "every day/ every body" treatment is featured on the unisex fine jersey t-shirt, the men’s tank, the unisex denim jacket and th women’s high-waist cuffed short.

Pieces from the "How We Live" range are available now on American Apparel's website, with prices ranging from $26 to $78. 

Set in the company's hometown of Los Angeles, American Apparel explained that the latest range's campaign continues SS19’s theme of celebrating "people of all sizes, all ethnicities, all gender expressions, and all walks of life." 

Following the debut of its new loungewear and activewear ranges, this latest launch marks American Apparel's continued shift from founder Dov Charney's sexualized, model-off-duty image to a more functional, friendly and inviting face under Gildan, which acquired the company in 2017.