How I Learned to Stop Worrying and Love American Apparel

The first time I ever set foot in an American Apparel retail store was three or four years ago in their Harvard Square location. I'd already seen their much-discussed, somewhat risque advertising campaign, as well as heard the controversy surrounding founder and CEO Dov Charney, and wanted to see the place for myself. Perhaps there's some truth to the old adage all press is good press, seeing as it was all that hullabaloo that got me into the store in the first place. Once there, however, I quickly learned it was going to take a heck of a lot more hullabaloo to get me to stay.

Upon entering, I was unenthusiastically greeted by an apathetic store clerk, and immediately felt out of place in this strange world filled with lace leotards, shiny neon spandex leggings, skintight stretch cotton bodysuits, and metallic gold and silver undergarments. It was Olympic figure skating meets Goldmember, and it was horrifying. I took a cursory look at each of the clothing racks and quietly exited the store.

Despite my personal feelings on style, I had to admit that the store was pretty unique. Items felt well-constructed, and the fabrics were surprisingly luxurious given the low prices (yes, even the shiny neon spandex). The clothing is manufactured in California using no offshore labor whatsoever, and the company seems committed to social and environmental causes. Dammit, I wanted to support a brand like American Apparel, but, as was the case with TOMS shoes, I wasn't thrilled about the actual product being sold.

Then while aimlessly wandering the streets of Burlington, VT, last summer with the hubs, I was pulled into a sidewalk sale filled with wonderful things I didn't even know I couldn't live without. Circle scarves! Garments you can wear eighty-six hundred different ways! One-shoulder dresses! Has American Apparel just gotten that much better? Have my tastes changed? And more importantly, do you think I could pull off a magenta beret on a bad hair day? Well?

Image: American Apparel