Apr 14, 2011 12:00AM

American Apparel Does Denim

No-one does basics like American Apparel.

Amidst all the controversy in this modern age, it's nice to know that fashion can still be brought back down to basics. And what, may I ask, is more basic than that perfect pair of jeans? This is the idea behind LA-based, iconic clothing manufacturer American Apparel's latest venture into the world of denim. Recent scandals surrounding the brand have done nothing to quell our excitement about the launch of the line because, as Dov Charney so readily suggests, "no one does basics like American Apparel". In that, we have to agree!

Newly appointed 'Director of Denim', George Atlan, will steer the production of the new line towards bringing out a line of well fitting, 100% cotton jeans, constructed of a 14-ounce denim. After being involved in the creation of over 20 million pairs of jeans, Mr Atlan could be considered a denim veteran. But the chance to be a proponent for a line of "truly American, truly fresh" jeans has triggered a burst of enthusasim. True to company form, the jeans will convey an inherent American influence, channelling classic 'Made In America' styles. And, of course, they will be 100% made in LA!

First off the rank will be a high-waist, tapered-leg blue jean and a high-waist, cuffed jean short, both for women. But tell your boyfriends to rest easy, because the company has plans for additional washes and styles ? including a men's heavy-weight denim jean. See the full range at the American Apparel website.

www.americanapparel.net