American Apparel Hires Band of Outsiders Designer Joseph Pickman, Giving The Brand An Updated New Look
I don't know that a brand embodies California prep cool more than Band of Outsiders, with their signature separates and peculiar prepster aesthetic. And now, they'll be bringing their signature look to a different brand: Band of Outsider's designer Joseph Pickman will be the new head of American Apparel's men's design team.
American Apparel is certainly going through an array of changes, with the recent firing of Dov Charney last December, termination of 180 employees last week, and the firing of creative director Iris Alonzo and designer Marsha Brady in February, according to Style.com. Paula Schneider followed Charney as the new CEO, and a new marketing team was formed to create a new campaign and tone down the brand's infamous raciness.
Pickman joined the AA team last week, and has been tasked by Schneider with updating the brand's basics and "revamping the men’s offering to elevate it," according to WWD. Pickman told WWD that he will be bringing the look he developed at Band of Outsiders, where he was the men's designer director for over three years.
First and foremost, the "new" AA will work on fits, as they believe it's what makes the customer truly feel good. And next comes fabrics—Pickman poses the question, "Can we give them something a little more refined and still call it a basic?” according to WWD. The team will be working on creating a wider assortment of products, hopefully coming this fall season, Schneider told WWD.
American Apparel is still continuing their rebranding, with shrinking down their inventory, dealing with their debt, and stabilizing their company overall. Band of Outsiders has long been a favorite brand of mine, and I can only see good things with this new hire. Yes to cool pieces with ease, and yes to this new rebranding!
Images: Getty (2)