The works: Retailer shows what it's made of

Los Angeles – Fashion retailer American Apparel has released a series of films that offer an insight into the workings of its production factory.

Visitors to the brand’s website can take a virtual tour of the downtown Los Angeles factory. Each separate department in the factory is portrayed on film, from garment printing to IT and the canteen.

American Apparel is known for its sweatshop-free approach to production. The factory has been marketed as a fair working environment for some time, so the latest campaign is a great way to reinforce the company’s employment credentials.

As LS:N Global reported in our Show Your Working micro trend, consumers are increasingly interested in the provenance of the products they buy, and brands are responding to this by bringing the factory to them.