MATTHEW STEFANSON
Opinions Writer
I understand that American Apparel is something of a big deal to the kids these days. Young people think it is extremely correct to buy and then wear their clothes. This is becoming a problem for me.
It’s not that I don’t appreciate the store’s strategy to clothe women in as little skin tight lycra as possible; I understand that motive entirely. And it’s not that I resent the minimum $30 you have to spend just for entering the store; I solved that dilemma by never buying any of their ridiculously overpriced clothes.
I don’t even have a problem with the cruel mock-ups of feety pyjamas they are tricking adults into wearing in public because that appeals to my twisted sense of humour.
I do have a problem, however, with their unfortunate taste in decades.
Their products are a throwback to an earlier time and this in itself isn’t really a problem since I don’t mind nostalgia; I just wish they hadn’t chosen the worst decade in the last century to base their retro style on.
The ’80s were a technicolour nightmare of sexual ambiguity, political conflict and Gorbachev’s disgusting birthmark.
It was a decade so confused by itself that it produced N.W.A. and Frankie Goes To Hollywood at the same time. It was a screaming curtain of neon colours and sideways ponytails that was so vile it can still wake me in a cold sweat. It spawned the first Lost Boys movie and Rick Astley in the same year — we’ve held war crime tribunals for less serious offences than that.
There were some good things to come out of that horrid decade: Ghostbusters, the last two Star Wars movies and most of the people I know — though we can’t be blamed since we were too young to hate the time in which we were born. Had we been formed as more mature human beings we would have run screaming for the nearest window immediately after birth.
Admittedly it’s not fair to blame the whole problem on American Apparel. Musicians and celebrities and the time-delayed nostalgia that every decade probably leaves behind are really to blame.
The good folks at AA are just savvy business people who like dressing their models up in as little clothing as possible. More than likely the company founders are ruthless profiteers taking advantage of a new trend in the confused microcosm of indie hipster douches. If nothing else, I can respect the desire to separate young people from gigantic quantities of their money.
But I can blame them for making it so ubiquitous. Before they came to Saskatoon I saw fewer neon leotards — almost none in fact.
I can also resent their choice in time period. In my humble opinion, the ’30s and ’40s are just itching for a comeback. Everyone all dressed up in a nice pair of slacks or a flapper dress, watches on a chain and everybody wearing a hat to hide themselves from an angry god so that he doesn’t start another world war or a drought or give you polio. Man, those were good times.
5 Responses to “American Apparel is ruining my life”
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I enjoyed the article very much. Extending the contrast between the decades one should also note that there were still apparel manufacturing jobs in the U.S. in the 80′s. Today, sad to say, AA stands alone in this regard. As to the price, you can always pick up cheaper stuff at the greatWALofchinaMART (I admit I shop there occasionally).
But, comparing apples to apples, you will always pay up for style and quality which is what AA is all about. Add to that American-made and sweatshop free!
Hilarious article. The 80s are the worst decade of fashion, save perhaps the 90s. The 30s and 40s are definitely due for a comeback. Fedoras and slacks and excessive smoking are far more fashionable than neon pink jumpsuits. But that’s just my opinion.
Eh, get over it. Some things were cool in the 80s. Others were not. I’m sure the 50s and 60s seemed cooler to you but segregation, jew hating, and female oppression were as common back then as the 57 Chevy.
I can’t believe there’s no love for the eighties! Come on, we had new musical instruments in the synthesizers, vocoders, drum machines, and keyboards of the eighties – totally new music emerged! Fashion was fantastic, but everyone thinks it was all tight and bright lameness. What about punk, new wave, goth, etc? Neon is just another colour, problem is people get excited and al to often abuse it. I also think it’s ignorant to disregard an entire decade based on the people who made it awfully unfashionable. I’m sure the two-thousands will be remembered for lame, behind-the-times style choices like Ed Hardy, Lulu as casual wear as opposed to sport wear, bump-its, spray tans, dawgs, uggs, and everyone-has-5 tattoos-and-8-peircings culture. Let’s focus on the good versus the lame.
This article was interesting. The days of 50s clothing fashion may be near, as clean and weird seems to be popping up in some cities.
As far as AA pricing, a little search on google will net you some wholesale offerings. Just my 2 cents.