American Apparel Rebrand

A Future vision for American Apparel that empowers people of all kinds by celebrating individuality through ethical and holistic consumer experiences.


This project may not reflect the views or plans of American Apparel


The Rise

American Apparel began as a small T-shirt company that was founded by Dov Charney in 1989. In 2005, the company was ranked as 308th in Inc.'s 2005 list of the 500 fastest growing companies in the United States. “Made-in-USA” and “Sweatshop-free” USP had helped American Apparel become one of the favorite brands for hipsters.


The Fall

However, consumer behavior soon changed and American Apparel failed to evolve. With the combination of a horrible brand image along with rapid growth of retail footprint, American Apparel hasn't made a profit since 2009.


Current American Apparel Status



Past: Urban hipsters

Now: Loyal customers



Online retail, Wholesale

(Closed all physical retail in 2017)



Womenmenkinds, and pets apparel


The goal of this project is to identify the future market space and create a unique brand experience that will enable American Apparel to get back into business.


Visual identity

A new fresh start

The new American Apparel logo does not feature a dramatic change from its previous logo. It represents that the company is keeping the positive USP of "Ethically made, sweatshop free." However, by removing the "-" part from the two capital A, it means that American Apparel is removing its negative past and creating a fresh start.


"Show Your Voice"

The new direction of American Apparel is called "Show Your Voice." The beauty of diversity is that we can hear different voices from each unique individual. By turning the two capital As 90 degrees in different direction, it creates a bracket and that can contain messages. It represents that the new American Apparel is a safe place to show your creativity and your voice.


Sending a Bold Statement 

Sexually provocative poses featured in past advertisements were a big part of American Apparel's controversy. It created a lot of negative attention from the public and had a strong association with the founder's misbehavior. The new direction for advertising showcases individual personality and sends out a bold statement to everyone.


Pop-up experiences

T-shirt Cart

Inspired by creative signs from all kinds of marches, the T-shirt Cart is a station that appears at equality movement events. It allows people to share their statements with the world by printing custom messages on T-shirts they can wear in real time. This low-cost, high exposure pop-up experience is perfect for American Apparel's current financial situation.


Interactive Billboard

The American Apparel interactive billboard is a billboard advertisement created by everyone. It allows people to share their ideas and messages on the billboard for everyone to see. After receiving their thoughts, the interactive billboard will also print out a vinyl ticket containing their messages so that people can put their words on a T-shirt by themselves.


Equality Museum

The Equality Museum is a pop-up museum in a shipping cargo that appears at equality movement events. The museum allows visitors to experience how creativity can have an impact on the equality movement.


The plain cargo arrives at the site a week before the event starts. We will invite people to decorate the container with spray paint. As more graphic art goes onto the cargo, the American Apparel logo coated with nonstick adhesive will become visible. On the event date, the container opens up to the public.


The museum features not only local artists' equality artwork on clothing, but also previous pop-up experiences such as the equality booth and T-shirt cart. A giant screen also shows people's Instagram posts with the hashtag #myloudvoice.