Editorial Review

Founded in L.A. in 2003, hipsters flocked to work within the white-lacquered walls of American Apparel, hawking their rainbow of basics, and looking the other way when their friends swiped a hoodie. Downtown model-wannabe party kids stooped to employment in the hopes of being featured, scantily clad and compromisingly positioned, in their ubiquitous adverts. With the novelty worn off (and security tightened), the store’s become the alternative next generation of Gap: you can’t walk into a bar without seeing someone sporting it. Started questionable trends from the sweatband headband to glittery leggings. Recently started selling upmarket California-inspired vintage too.