Annie Maggard

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WARNING: Some content and most links NSFW.

There are not many things I hate. But I can confidently, and I mean with absolute confidence, say that I HATE HATE HATE American Apparel. I could write a term paper on this. A dissertation. An entire-fucking-cyclopedia. But I’ll try to keep it short. Plenty of other people have written very eloquent articles about this company’s sexist propaganda, invasive employee policies, and extremely skeevy CEO, so I’ll just put in a few cents.

First off, Dov Charney really loves nipples and masturbating in front of women. He also claims that “women initiate domestic violence, yet out of a thousand cases of domestic violence, maybe one involves a man. And this makes a victim culture out of women.” Here’s the thing, Dov Charney. What makes a victim culture out of women are your snuff-style photos of teenagers between mens’ legs and your you’ve-got-to-be-kidding-me America’s Best Bottom contest. I’m sure, Dov, that your ads are really about sexual liberation and empower the women of our generation. We probably just don’t get it.

According to the company line:

“American Apparel’s ads have always been easily identifiable, standing out amongst our peers and luxury brands alike, and have been instrumental in our success worldwide. Familiar images of employees and friends from around the world—not models—allow us to express the diversity American Apparel is built on and an aspect of authenticity that is often lost in traditional advertising. Our provocative, real, unpretentious aesthetic has struck a chord with today’s young trendsetters, and has drawn us an intensely loyal following, similar to that of Levi’s in the 60’s and 70’s when they were breaking similar ground with an underserved generation.”

But what’s that? Your “clothing campaigns” consist of extremely exploitative objectifications of vulnerable teenaged models that you also happen to be sleeping with? Oh. That’s sort of different. Here’s a wonderful pervy catalog that Dov shares with the entire world wide web. This one’s for socks! Some of the ads I find most offensive (not to mention ridiculous) can be seen here, here, here, here, and here. Oh, and here. I couldn’t even narrow it down! I don’t know where to stop! THE DOG COLLAR AD HAS NAKED GIRLS IN IT. 

And here’s another thing—it takes a LOT to offend me. Any of you who are reading probably know this. I don’t usually give a shit. But the fact that one guy’s warped ego has convinced an entire generation that “ironic” womanizing is acceptable as fashion (even conscientious fashion!!) absolutely terrifies me. It doesn’t matter if you like the clothes. Nothing about this company or its marketing are okay, but a lot of very smart people keep buying into it for some reason. It’s not art and and it’s not hip. Dov Charney knows exactly what he’s doing and he’s taking us along for the ride. Please, for the sake of 15-year-old cooters everywhere, stop giving this man your money.

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