Everyone and their mom can attach a memory to American Apparel.
After a tumultuous period restructuring the brand’s management, the comfort-forward fashion brand needed a refresh.
Tasked with this repositioning, art direction and design played key roles in the overhaul - but it was the copywriting that tied everything together.
Leading our team on brand messaging, I helped revitalize the American Apparel tone of voice.
We needed to stand out from the hordes of trendy clothing brands as the champion of ethically sustainable, community-focused, high-quality, affordable clothing.
Your favorite festival t-shirt.
Late summer nights and long beach days.
Impromptu road trips and epic parties.
Halloween costumes and main street marches.
Scraped knees and beat up sneakers.
Adventures off the beaten path and secret rooftop excursions.
American Apparel. Basics for Life.
MediaMonks NY, 2019 CD: Gradwell Sears AD: Alexander Otto