Graphic Collection: American Apparel Adds Images
For years, American Apparel’s tees eschewed graphics. But that will change with the launch of a new collection, created by streetwear pioneer Rick Klotz.
Known for sexually provocative ad campaigns, American Apparel recently launched The Graphic Collection at the Agenda trade show in Long Beach, Calif.
The Los Angeles–based vertical manufacturer and retailer, which runs a fleet of 251 stores, has been adding more printed product to its mix in recent years. But largely, it stuck to simple slogans, such as its “Legalize” collection, which had phrases such as “Legalize L.A.” emblazoned on T-shirts and sweatshirts.
The new collection is the company’s first foray into a full graphic tee collection.
With wholesale price points of $14, The Graphic Collection will be first sold at American Apparel’s online store and at some American Apparel bricks-and-mortar locations. The line will be printed on American Apparel bodies and will feature graphics and pictures by Klotz, who has been creating provocative printed T-shirts for his Freshjive label since it launched in 1989.
The Graphic Collection includes a wide range of imagery. On one end of the spectrum is the tee with a big dog in big red sunglasses and another with the words “Aloha Summer” in puff print. On the other end of the spectrum are the T-shirt with a topless woman wearing a unicorn mask and another depicting a set of vintage cameras with the wording “weapons of mass creations.”
Klotz said enigmatic subjects have staying power. “The most memorable and compelling graphic designs that stick in your mind have an undeniable wit and intellectual playfulness,” Klotz said. “They utilize humor, irony and ambiguity.”
For wholesale information, contact American Apparel at (213) 488-0226.—Andrew Asch
