Wait, Did American Apparel Just Relaunch Without Telling Anyone?

It was announced in January that American Apparel, a brand known as much for its approach to basic T-shirts and sweatshirts as for its famously provocative ad campaigns and controversial executives, would close all 110 of its retail stores, in addition to its Los Angeles headquarters. The retailer had been acquired at auction by Gildan Activewear for $88 million, and the Canadian company won the rights to the brand’s intellectual property and some of its manufacturing equipment but had opted not to continue production—which meant everything had to go. Though we mourned its closing six months ago, it appears we were too quick to wipe our tears away with our American Apparel jersey tees.

Following reports that Gildan was readying itself for a relaunch of American Apparel’s website, it seems the brand’s e-commerce operation is indeed back up and running—though stocked with the same familiar basics alongside selections from the brand’s archives, including high-waisted denim and the iconic Disco Pants (which, it should be noted, are now $68 versus $85 and $78 versus $94 respectively, so it’s definitely possible that price points, which some say had become a bit too high toward the end, were lowered.)

Along with the classics, American Apparel’s site also features a “coming soon” section that teases upcoming pieces, like retro running shorts in 11 color ways and basic sweatpants, although both of these pieces were available before the retailer was sold.

Last week Racked noted that for months, American Apparel’s homepage was devoid of products and promised new merchandise was coming. However, from the looks of it, this new stock was released quietly.

It’s unclear whether this is the official direction Gildan is implementing for American Apparel or just the first phase of the revamp. The merch on display is the same as what it was prior to the acquisition, as is the photography style. But Gildan executives confirmed last week that the brand is poised for an imminent e-commerce relaunch, and this is the first time items are shoppable on the site since January. (The Canadian company also said it plans to stick with American Apparel’s DNA; to ensure this, it enlisted the “cream of the crop” from the brand’s former advertising team to oversee its new marketing.)

We’ll be keeping an eye on the site to see what big changes, if any, Gildan brings to the brand and whether it answers the most important question of all: Will American Apparel’s T-shirts be as soft as they were in its heyday?

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