American Apparel is preparing for a return to retail under parent company Gildan, starting with a pop-up experience in Los Angeles from Friday to Sunday as the brand looks to reconnect with consumers ahead of a broader relaunch.
The activation marks a new chapter for the label, which has continued operating primarily as a wholesale apparel business since exiting traditional retail. The L.A. event, located at 8013 Melrose Avenue, is the first in a series of planned marketing initiatives.
“For us, the way we want to relaunch it is more so working with more community-based people in the beginning,” said Jason Sherman, who’s leading the relaunch at Gildan.
The pop-up will showcase the brand’s signature essentials, including the 2001 Fine Jersey Tee, 9001 Superheavy Weight Tee and Women’s Stretch Baby Rib collection. Visitors will receive complimentary customized T-shirts featuring airbrush artwork, alongside floral arrangements from a local florist and photo booth experiences.
“We’re not selling anything. It’s really come in and just enjoy the environment,” Sherman said.
Looking ahead, American Apparel is targeting spring 2027 to introduce a small collection through partnerships with one or two retailers, potentially alongside e-commerce. Discussions with prospective retail partners are ongoing.
The company could expand the assortment in 2028 depending on consumer response, with women’s apparel expected to be a key focus alongside men’s styles.
“Women are going to be the focal point as we progress,” Sherman said.
The assortment will revisit American Apparel’s signature styles, with leggings and zip-up hoodies among the pieces being considered, alongside updates to cuts, fabrics and finishes. Sherman noted the brand’s classic sweatshirt with a contrasting white zipper as one design he’d like to bring back.
The relaunch comes as nostalgia for 1990s and early 2000s fashion continues to resonate with younger shoppers, offering American Apparel an opportunity to introduce its styles to consumers who may know the brand primarily through social media.
“It’s time now to reintroduce it to that youth that only sees it on TikTok or Instagram,” Sherman said.
Standalone stores could eventually follow, depending on consumer demand and the performance of the initial retail partnerships, he added.
Gildan acquired American Apparel, founded by the controversial Dov Charney, in 2017 after the company filed for bankruptcy in 2015.
