The moment you've been waiting for is here — but, sadly, it's falling flat. In case you missed it, American Apparel is back online after closing 110 of their brick-and-mortar doors, and it's sticking to the basics — literally.
The brand has never been one to shy away from minimalist dress, but this is on another level. Apparently the big come back for this company means a site filled with blank tees, knee-high socks, and neutral bottoms.
When you log onto the American Apparel website, there's no longer messages of 40 percent off sales. Instead you'll see a big, bold message stating, "Globally sourced, ethically made, sweatshop free. That's American Apparel," which makes it seem like not much has changed. Well, it has.
All you'll find on the website are plain zip-ups, T-shirt dresses, and plain baseball tees in the colors grey, black, red, and white. Not exactly groundbreaking. They did bring back some of their "most iconic products" in somewhat of an online capsule collection. That line includes plain swimsuits, top-selling jean styles, and, yes, even the pleated skirt that got the brand into hot water around back-to-school season in 2014.
Honestly, the online launch people have been waiting for is kind of a let down. Whether this is a metaphor for a "clean slate" or they're just keeping to their minimalistic roots, this is anything but exciting. If you're into a completely minimalist wardrobe, there's something for you. But don't expect to find bold disco pants or new styles on the site.
According to their Instagram account, even more items are on the way — but they seem pretty bland and basic, too. The brand posted a photo with the date Aug. 14 with two simple outfits in the background.
There's no word on whether this means that website will be getting even more options or if that just means every item will now be available for purchase. As of Aug. 11, some pieces are still waitlisted on the website.
Their message of being made in the USA is still just as clear as before — just only on some products. They have an entire section of the website devoted to comparing identical US and globally made items side by side.
While the pieces match, but their prices are different. The comparison seems designed to make people think before they buy, though AA says all items are made under the same conditions — just in different locations.
The brand is also giving their guests a little welcome present. If you spend $50 or more on their plain T-shirts and leggings, you'll get yourself a free plain T-shirt. The deal is going on from Aug. 7 to Sept. 5, so you have plenty of time to check your closet for which basics you need.
The re-launch isn't exactly groundbreaking, but I supposed it's nice to have American Apparel — even at their bare bones — back.