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

News & Features

Exclusive: Palms 'Summer Is Done With Us' Video & Interview

We premiere Palms' new clip, plus talk party tricks and snapped boners.


Ryan Kenny Shoots Laneway Sydney

Festival photos on film.


Deadly Ponies AW12

The NZ accessory label is all about fur and luxe.


Charlotte Free for Wildfox Couture

This new lookbook might make Tumblr explode.


Model of the Moment: Krystal Glynn

We profile Aussie model Krystal Glynn ahead of New York Fashion Week.


Watch: Sofia Coppola's Marni for H&M Commercial

Shot in Marrakech, starring Imogen Poots, Annabelle Dexter-Jones and more.


Social Snaps: Vice Presents Chateau Rdio

Did you party with Das Racist on the weekend?


Oyster #97: Lake Bell

Keeping it real.


Topshop/Topman Secret Show Street Style

A secret show at the Melbourne Laneway Festival.


Interview: August Street

Rachel Rutt stars in the Sydney label's AW12 lookbook.


Franco To Play Mapplethorpe

We know you've missed him.


Lover Flagship Store

Lover's new flagship store, opening in March.


Warhol Exhibition at the MMK

Latest exhibition centers around the artist's fascination with the media.


Exclusive: Sara Phillips AW12 Lookbook

Quite literally using the Outback as inspiration.


Exclusive: Maurie & Eve AW12 Campaign & Interview

"Tallulah Morton is the essence of youth — that girl is like an exotic animal."


Oyster #97: Myffed

Myf Shepherd shot by Colin Dodgson.


Exclusive: Kym Ellery's NYC Photo Diary Pt 1

The designer captures her G'Day USA trip for us.


M.I.A Has Been Arab Drifting and Cheerleading

M.I.A's two new videos are in juxtaposition musically and visually.


Pitchfork & MoMA PS1 Present 'From Scratch'

A five hour Nicolas Jaar performance to launch Clown & Sunset Aesthetics.


Interview: Parisian Street Society

If you dream about the perfect vintage Chanel bag, read on...


Interview: EMA

The Internet weirds me out a bit.


Irina Lazareanu, Alex James for Aubin & Wills

The Romanian model and Blur bass player front the Spring campaign.


Freja Beha Erichsen for Free People February

The Danish model stars in this month's lookbook.


Michael Miller's West Coast Hip Hop Book Launch

This weekend at Known Gallery in LA.


Rachel Rutt for Shakuhachi AW12

Photographed by Bec Parsons.


Australian Exclusive: Jeremy Scott x Adidas Originals AW12

See Charlotte Free in the campaign, plus socials from the Sydney launch.


Watch: Prada's Spring 2012 Video

Natasha Poly & co hang out at a gas station.


Andrej Pejic & Julia Nobis for Superfine SS12

Starring alongside Patricia Van Der Vliet in the 'Girls Will Be Boys' lookbook.