American Apparel hits Birmingham?

This is the most recent advert from America's biggest clothing manufacturer, American Apparel. Makes you take a second glance, right?

With stores in London, Glasgow, Brighton, Bristol and Liverpool, it's only a matter of time until we see one opening on our doorstep and it could quite possibly change how our city dresses. American Apparel isn't just a run of the mill store, it's created a whole new fashion following. The too-cool brand is the home of hipsters, born in LA and now significant across the globe, it has a vibe and persona that you can't get in the desperate to please high street stores. Take a look around the online store, which gets 1.5 million hits a month, to see what I mean.

The stand out features are that it manufactures all its garments in LA, thus eliminating sweat shops in international maufacture. Employees also get free health care, lunches, bus passes and on-site masseurs. AA participate in immigration reform rallies, reduced their power costs by 20% with solar panels on the factory roof, and supported the Hurricane Katrina effort with 80,000 t-shirts, to give a few random examples. The list could go on.

People don't buy their products for ethical reasons though, it's simply not cool to wear a t-shirt emblasoned with 'I'm eco-friendly' or the like. The items they sell speak for themselves. On first glance, it's just plain clothes. There is nothing patterned, everything has a simply explained design and comes in at least ten colours. The strength is on the materials and cuts; there are around eigthy different styles of short sleeved t-shirts alone! They dont have fancy ruffles or cut outs, they're simply 'fine jersey' or '1/2 sleeves U-neck' or 'unisex tri-blend.' It's the way you wear them, they're slouchy and casual, just effortless. Have you ever tried to search out the perfect white t-shirt, no fancy buttons or rouching, just soft cotton and simply cut? Also they have each item in every colour imaginable, and each comes with online reviews, with so many that they're almost like forums.

Almost the opposite of their stylish basics, they have an extrovertly sexual image to go along with clothes you could find in a very dark sex shop. This is what sends the company into hipster stratosphere. The founder and CEO, Dov Charney, has been accused in five sexual harrassment cases; one is still pending. This isn't surprising when you take a look at the company designed and marketed adverts, and product photographs. Girls around 19 are scantilly clad, legs spread, in poses that are not only pornographic, but raise the brand's awareness and likeability further! Buyers want their clothes to be rebellious with a bit of risk and naughtiness, especially the young adult and teen market who shop there. AA are known for their shiny lamé swim suits and second-skin dresses, which I can say with experience should be worn with caution around any drunken males. The adverts hit headlines in 2007 when a New York billboard was graffitied with 'Gee, I wonder why women get raped.'

I'm hoping in a year or so we can walk into a Birmingham store and stock up on expensive basics or slutty shorts.You can look at the advertising as simply selling sex along wih every other company and give them credit for not air brushing and using models of all sizes, or you could see a seedy company. Just wait until you try on a Unisex sheer jersey shirt, it's totally worth a tenner!