They were kind of unremarkable clothes you might glimpse in yearbook photos from the early ‘80s: ringer tees, piped track shorts, and striped knee socks in anachronistic color combinations like maroon and yellow, and they were the brainchild of Dov Charney, a Canadian entrepreneur who was obsessed with American sportswear. Begun as a T-shirt label in 1989, American Apparel went on to clothe scores of hipsters in its retro basics. The clothes, cheaply made and unadorned, were secondary to the porny, rec-room aesthetic of the ads. Like any company whose product is so humdrum, marketing was the not-so-secret sauce. If the ads skeeved you out, too bad, but if you bought American Apparel you were young, sex-positive, and in on the joke. (And very slim: The limited range of sizes catered to the underfed.)
Via: American Apparel Needs to Sell More Than Sex
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