It was all in our cabinets these well-cut T-shirts 100% cotton, with bright colors, which have gradually dethroned our beloved “little boat”. American Apparel has become in a short time the basic no logo temple but ultra trendy. We recognize them among all, these T-shirts that have revolutionized the world of cotton mesh…
Adventure American Apparel, is above all a man, a passion, a feeling. Dov Charney Canadian Jewish, little son of architect and son of Sylvia Safdie (painter), felt very quickly, seeing his friends get good money by selling T-shirts at the end of concerts, that there was a seam to exploit. However, Dov is a young idealist and a perfectionist, and poor quality of Canadian t-shirts do not satisfied: he wants 100% cotton and it can not find the USA.
Indeed, we are in the mid 80s and the leading company in the shirt market, Hanes, created a sensation by offering a highly resistant product, XXL and unisex, but little flattering. The T-shirt of this time is common, basic, and does not think like a fashion accessory. Dov Charney takes flight to America, convinced to find the secret of the perfect cotton jersey.
It is in South Carolina he will land, textile cradle of the United States and specifically the production of T-shirt. He created his brand, American Heavy, and spent eight years working with these skilled workers, proud of their expertise. However, it is still far from the trendy spirit of American Apparel … This will wait until the southern textile industries are relocated to Mexico, which will push Dov Charney on the roads in search of an idea innovative, a revolutionary concept…
By observing the American South Miami he has the trigger: the girls wear fitted t-shirts that make them incredibly sexy. It is decided for him time oversize T-shirts Gone rectangles, it is going to produce a product for women and designed for it. He developed a stretchy cotton as those used in the market, and a closer cut: the “Baby T” was born, American Apparel was born.
Competitors are skeptical, but Dov Charney knows he is in the air. Urban fashion trend exceeds the Surf, the hip-hop emerges, the youth style is changing, girls go out more and shirt XXL sting but “small” for their little sisters. Despite this blatant change of youth and its interests, Charney is the only one to follow suit.
The giant textile Hanes and Fruit of the Loom refuse to change course of action, and continue to treat the T-shirt as a mass product. The word “stylist” is unknown to them, while for Dov Charney is one of the angles of his label stones. He set up his workshop and his office in Los Angeles and is a very eclectic creative team: Japanese cartoonists rub shoulders with former call girls, and later the stars in search of good action.
For Dov Charney is certainly a businessman, but his work in the world of design beyond the pursuit of profit disembodied, he wants to coexist well-being of its employees and its financial success. His philosophy lies in the words of Paul Hawken: “The ultimate goal of trade is not – or should not be – just to make money The purpose of trade is to improve the general welfare of. humankind through service, creative invention and ethics. ”
Despite having the impression to run against the current, Dov Charney will try to live differently capitalism:
- Their T-shirts are fair T-shirts. Indeed, it is producing all American Apparel collections in its workshops in California. He relocates nothing. Through the implementation of its factories in Los Angeles, he made a living of the population.
- He pays his workers properly, more than the bare minimum. For him, if his workers are happy at work, the company will look better. They offer free English classes to allow immigrants to integrate at best.
- The environmental issues of concern to, so that all his T-shirts are now made of 100% organic cotton, and the fabric offcuts collected in the workshops are fully recycled.
- By posting significant growth, fast and dynamic, Dov Charney proves to the world that relocation, poverty wages and conditions of work are not detestable inevitable for the success of a business.American Apparel has become in 12 years the largest textile manufacturer in the USA.
- This speech, this ethic are fly.The Americans are affected by this position against the foot of sweatshops (sweatshops used by some major labels, to produce their goods cheaply). They are adherent and t-shirts American Apparel and an essential part of their wardrobe. Europeans are getting into gradually, even if the mark is still known as a middle insider.
- brand catalogs, which use no pro model and prefer their cosmopolitan diversity of today’s youth, through the course “everything is possible” some executives of the chain – that the status of illegal immigrants access the shop manager position – Dov Charney has made his company a small commercial spirit and trendy international vocation while remaining a staunch idealist.
- American Apparel now has boutiques throughout Europe, the collections affect women, men, children and even dogs … Recently, the product ranges have expanded (still in the same 100% organic cotton): there located scarves, small dresses, hoodies, tights … with the logo authorized by the chief: the small label on the neck made in Los Angeles.
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