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

Latest


Galliano Joins Margiela As Creative Director

This should be interesting!


Meet The Model: Elena Sartison

Girl in the city.


Meet The Model: Mimi @ Models1

Toto to her sister.


The Gang Goes To Bali

Read our do's/don'ts.


Travel Diary: Justin Tyler Close

A story about a girl named Jeanne.


Oyster Fashion: 'Jump' Shot By Max Doyle

Double dutch (until you drop.)


Baddest B's In The Biz: A Playlist By Anna Lunoe

Feat. Grimes, FKA Twigs and Banks.


Jenny Kee On Living Like A Legend [Her Best Quotes]

She hooked up with John Lennon at 17!


Exclusive Travel Diary: The Adventure Handbook Preview

Ryan Kenny talks us through some of his recent travel photos.


Meet The Model: Sophia @ Chic x FEELTHEFUTURE

Loves an epic fail YouTube compilation.


Clueless' Costume Designer Mona May On Iconic 90s Style [Interview]

Talking 'Fancy', a Romy & Michele's sequel and dressing each Clueless character in 60 outfits.


Mad Max Babe Courtney Eaton Is Your Next Action Hero [Fashion]

Shot by Romain Duquesne for Oyster #105.


Watch: 'One More' from Elliphant and MØ

Geisha hair dos and light-up slides.


Lena Dunham Does Advice Well

Plus she's doing a new documentary!