What’s the ethical but controversial brand loved – in its hey day – by style stars like Selena Gomez, Hailey Baldwin, Emma Roberts and pretty much all of the Kardashian-Jenners, that’s just announced its return to the scene?

We’d be surprised if American Apparel was the first name that jumped out at you.

After all, a mere six months ago, the company had quietly begun the process of shuttering all of brick and mortar stores in its global network. This came off the back of its acquisition by Canadian wholesaler, Gildan Activewear Inc., following years of looming bankruptcy.

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Selena Gomez in one of American Apparel’s signature swimsuits Credit: Instagram @selena_gomez_13rw

But true to (spandex) form, American Apparel has found a second (and third and fourth) wind, springing back into action as an online only brand.

Whilst news of the impending e-revival had been circulating for a while, no one quite knew when the revival would kick off. The website, which in all honesty, is near indistinguishable in look and feel from its pre-buy out days, has a few pretty big changes in store (pun unintended).

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Staples from the re-launch, including the Nylon Tricot High-Cut One-Piece (as seen on Gomez above) Credit: American Apparel

Gone is the singular ‘Made in the USA’ ethos and seemingly endless selection of pieces to sift through. Instead, a capsule collection of eight signature AA styles manufactured in two different locations – one, paying homage to the company’s heritage as an early pioneer of the ‘Made in the USA’ movement and the other a so-called ‘Globally Made’ twin – plus a small, curated edit of core styles have returned to the new e-commerce platform. 

Mercifully, the price points of the basics have sneakily been taken down a notch, without compromising on ethical production. And to really herald its triumphant resuscitation, many of the hero pieces loved by celebs like Selena and Kendall back then have returned in this new iteration.

Let’s hope this comeback is for good.

 

thoughts?