US – The American Apparel website has been relaunched following the acquisition of the brand by Canada-based clothing company Gildan. An accompanying capsule collection comprising eight garments features two variants of each product – ‘Made in USA’ and ‘Globally Made’, in a nod to American Apparel’s past practice of producing all of its products locally. The two styles are identical, but the US-made pieces cost between £3.10 ($4, €3.40) and £7.80 ($10, €8.50) more to account for the higher production cost.
‘Both are sweatshop-free, identical in quality, ethically made regardless of location and different in price,’ reads the website, which enables consumers to opt to pay more to support domestic industry. As explored in our Affirmative Fractions microtrend, brands such as Gildan are enabling consumers to make purchasing decisions aligned to their values.