American Apparel

Client
American Apparel

Year
2020

→ 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.

As Design Director, I was ultimately responsible for the design driven rebrand. From the initial stages of concept and visual strategy to execution. Working hand in hand with the talents creative design, animation teams, across timezones and continents. This work was brought to life through the exceptional contributions of:

Gradwell Sears,

Frank Gouwy,

Alexander Otto,

Jennifer Weber,

Dylan Hoop,

+ Many Others

Their 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.