Dov Charney to launch new fashion brand

American Apparel founder Dov Charney is making a return to fashion retail with the launch of a new label. 

The former CEO of the label is working with group president of Hagan Capital Group Chad Hagan on a new company, reports the American press. 

The brand, which will focus on basics for men and women and be entirely US based, sounds remarkably similar to American Apparel, from which Charney was fired in 2014.

"What's important to us now is we're able to form this new venture and put Dov at the helm and we're going to do basics again," Hagan told WWD. "We don't want to just start with some funny, online brand. We're going to do what Dov does best and then establish a robust e-commerce system. But we will not be debuting just as an online retailer."