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American Apparel set for UK relaunch

Retail brand, American Apparel plans to relaunch online in April in the UK.

The brand will return with its basics range, as well as new additions designed to appeal to audiences of “all shapes and sizes, underpinned by a strong message of body positivity, empowerment, inclusivity and diversity.”

The relaunch will be accompanied by a marketing campaign towards the end of April.

In 2016 American Apparel closed all its stores in the UK and US and went into administration. There were numerous allegations of young female models used in sexulised imagery to advertise its products.

Sabina Weber, director marketing at American Apparel: “The UK is a loved and important market for American Apparel and customer demand made it easy for us to make the decision to enter back into the market.

“We needed a partner who could act as our brand guardian on the ground and advise us strategically on how to meet our brand and business goals, and Thinking Juice met the brief perfectly.”

Chris Cardew, head of planning at Sideshow Group, said: “We’re privileged to be helping such an iconic brand like American Apparel make their comeback, they’ve been missed. They have a great brand story and the product is as good as it’s ever been, if not better. UK fashion will be richer with them around again.”

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