In Brief

The launch of a London store could be seen as American Apparel's first steps towards global domination. Whilst the media is awash with American Apparel stories about the CEO Dov...

The launch of a London store could be seen as American Apparel‘s first steps towards global domination. Whilst the media is awash with American Apparel stories about the CEO Dov Charney‘s ‘non-sweatshop’ and ‘made in America’ policies, ad agency Thread have produced an insightful article looking beneath the hood(ie), spoke with their target audience(s) and with a little backward engineering come to a conclusion about what the the innovate AA brand is really all about.

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