In Brief

Yesterday, the newest American Apparel location opened up on 5th Ave and 19th street in NYC. The last few years, the brand has spread like ivy around the country. This...

Yesterday, the newest American Apparel location opened up on 5th Ave and 19th street in NYC. The last few years, the brand has spread like ivy around the country. This new location, while being recognizable from across the street, does show signs of evolution in the store design.

What caught our eye was the large black and white graphics on the upper sections of the perimeter wall. Maybe it’s because we’re so used to seeing full color photography from them. The image collage has an early 80’s feel and contains bits of architecture, products, and models. It makes more of a style statement than prior advertising which communicated more about the characteristics of the company. Is this the beginning of a shift in tone for the brand?

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