American Apparel returns to Canada
Following its relaunch in the U.S., iconic North American fashion brand American Apparel is making its return to Canada.
Its triumphant reappearance will take place online on November 1, with the launch of its new digital store at americanapparel.com/ca.
Now owned by Canadian apparel maker Gildan Activewear Inc., the Canadian reboot will also be accompanied by its global Fall/Winter 2018 ‘Back to Basics’ campaign. Shot on location in Vancouver, British Columbia, the campaign features a line-up of everyday male and female models including individuals from Vancouver, Montreal and Los Angeles.
“We have a deep love for our Canadian customers, who really love and get the brand’s sense of humour and irreverent nature," said Sabina Weber, Director, Marketing at American Apparel.
"It is why we chose Vancouver as our latest campaign location, and timed its rollout to coincide with the brand’s relaunch in Canada. This campaign is our authentic brand DNA represented by some powerful, inspired imagery and we were so thrilled to make real Canadians a part of our latest chapter.”
The campaign builds on the company’s new approach “focused on body positivity and diversity while the product range will feature a more inclusive size range and attractive new pricing,” Gildan said in a news statement.
“What will not change... is American Apparel’s quality promise, authentic tone, and the brand’s natural, honest and un-retouched look.”
Canadian customers will be able to shop American Apparel’s iconic staples including its classic range of t-shirts, offered in various colours, disco pants, high-waisted Jeans, bodysuits, and much more.
American Apparel filed its second Chapter 11 in November 2016 with about $177 million in debt. Gildan Activewear then won a bankruptcy auction for the U.S. fashion retailer in February 2017.
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