American Apparel

Client
American Apparel

→ Starter
A New Era. A New Story.
American Apparel has always been more than just a brand — it's been a cultural icon, a disruptor, a provocateur. But now, it's time to evolve. The ask was to reimagine the brand's identity, shedding the controversies of the past and embracing a forward-thinking, lifestyle-driven narrative that speaks to a new generation while honoring the spirit of its roots. The focus is no longer just on what American Apparel makes, but how it connects, communicates, and crafts a story that resonates with today's audience

Rebranding the classic Apparel manufacturer

Large American Apparel advertisement on a building wall in a city, featuring a model in a black outfit sitting with knees bent, with text reading 'Basics For Life.' Several tall buildings and parked vehicles in the urban street scene below.
A promotional image for American Apparel featuring a woman in blue high-rise jeans, holding a large plush toy while standing next to a truck. Text on the image reads "American Apparel New Jeans," "Vintage Inspired High Rise Jean," and "Basics For Life."
Two young men standing at a red door, one in a hoodie and shorts, the other in a t-shirt and long pants, with greenery above and below.

“Its tone, once cheeky and fairly smutty, has been transformed into a message of empowerment — the idea is that shoppers can still look sexy in a bodysuit but on their own terms”

VOX / American Apparel’s Rebrand

Model wearing gray long sleeve shirt and blue jeans lounging on yellow spiral staircase, promotional image for American Apparel."}

→ Solution

The responsive frame, inspired by the logo lockup and outline, symbolizes a new chapter for American Apparel — diverse, imperfect, and unapologetically expressive. This refreshed brand system redefines the brand as timeless and trustworthy, marking a clean departure from its past and positioning it as a modern classic with a renewed sense of purpose.

Two people lying on a green rug surrounded by cassette tapes and a tape recorder, holding a pink flamingo toy.

→ My Role. Design Director

This work was brought to life through the exceptional contributions of:

Gradwell Sears

Frank Gouwy

Alexander Otto

Jennifer Weber

Dylan Hoop

+ Many others whose dedication and creative brilliance made it all possible.

Subway ad featuring a person wearing American Apparel high-waist jeans.
Woman posing outdoors in American Apparel t-shirt, text promoting organic, ethically made clothing.