American Apparel Announces Product Expansion and Craft the Culture Campaign

By Dustin Shrader, Managing Editor

Photo courtesy of American Apparel.

January 23, 2024

Christ Church, Barbados, — American Apparel is expanding its product offering with 12 new styles across five collections, in addition to launching the all-new Craft the Culture™ campaign, which will embody the brand’s vision to shape culture by working with artists through its multi-year collaboration as the official printwear partner at select Live Nation festivals throughout the United States.

“We’re not just launching new products; we’re crafting meaningful experiences with and for our consumers, and thus letting them commemorate those cherished memories,” says Emma Budzisz, vice president of marketing at Gildan Activewear SRL. “American Apparel® has always been more than a clothing brand. With Craft the Culture™, we’re inviting people to join us in celebrating their own, unique individuality through their passions, like art and music.”

Throughout the year, the company will feature collaborations from up-and-coming musicians, artists, and trendsetting designers. These partnerships will help define what it means to Craft the Culture™ and help capture timeless T-shirt memories. It will also deepen connections with music and festival fans.

The new product offerings include:

Five new lightweight fleece styles that offer more edgy designs such as a new women’s balloon crewneck, iconic gender-neutral fits and more:

The Heavyweight Cotton Garment Dyed T-Shirt, a spin on the classic 1301, designed to be a new decorator heavyweight favorite.

The Heavyweight Cotton Women’s Garment Dyed Muscle T-Shirt, the first female silhouette in the heavyweight collection, offering structure and a cropped style for an edgier look.

The Pique Unisex Mockneck T-Shirt accompanied by matching Unisex Gym Shorts for a cool and textured look.

The Sueded Unisex T-Shirt, a premium jersey mid-weight fabric for an ultra-plush, soft hand.

Finally, the Unisex CVC Henley T-Shirt, offers four color match buttons for added style.