Home / Knowledge / News / Apparel/Garments / American Apparel's new styles for kids
American Apparel's new styles for kids
24
Aug '09
American Apparel is announcing the launch of larger and more elaborate kids and babies lines of clothing. Responding to countless requests from customers and employees for American Apparel in youth sizes, the company has translated dozens of its adult styles for the children's lines, as well as incorporating new colors and designs.

"We've received so many letters from parents asking us to 'shrink down' some of the signature styles for their kids. The ones we started with are simple, practical, fun solutions for parents short on time; they already know the styles and how comfortable they are. We've been looking forward to building this part of our line and are very happy to have answered this demand," said Marsha Brady, a creative director for American Apparel.

Earlier this year, the company tested a child's version of The Shiny Legging to great success. Upcoming additions from American Apparel for kids will include the Bloomer, gingham button-down shirts, suspenders, high-waist skirts and several styles of print leggings. The pieces contrast nicely with American Apparel staples like the kids baby rib brief, karate pant and baby one-pieces.

"The goal was to make pieces that kids and parents could rely on over time. Our adult styles are pieces that people buy over and over again and we want that to be true for kids clothing as well. We'll be the place where that same piece will always be available, no matter how many seasons have passed, or how much the child has grown. Once a basic works, it works," Brady said.

American Apparel currently sells the kids and baby lines at more than 70 US retail locations, several international shops, and online from its e-commerce site. As the company's target customer has matured and begun to include larger numbers of parents, there has been an increased retail and wholesale demand for American Apparel basic styles in children's sizes. In expanding in this area, the company also has an opportunity to reach out to a consumer who may not otherwise have shopped at American Apparel.

"We always listen to the design suggestions of our workers. Many of our employees and models have become parents, and have been very vocal about wanting to dress their kids in American Apparel. It was their ideas and feedback, and frankly their pleading, that prompted us to design for this additional need that our customers also have," Brady said.

American Apparel kids ads now appear next to popular videos on YouTube such as "Charlie Bit My Finger" and "Best Baby Laugh." Pregnant employees also inspired the much-discussed "Yo Mama!" web ads featuring American Apparel basics worn by an expectant model.

As with all American Apparel garments, the kids and babies lines are knit, cut, designed, sewn and marketed in downtown Los Angeles at the company's vertically integrated facilities. Workers at the company have access to low-cost healthcare and fair wages. American Apparel has over 10,500 employees and is the largest clothing manufacturer in North America.

American Apparel


Must ReadView All

Textiles minister Smriti Irani lighting the lamp to inaugurate the 6th edition of the International Apparel and Textile Fair ‘VASTRA 2017’, in Jaipur. Courtesy: PIB

Textiles | On 22nd Sep 2017

Placement rate in textiles sector is 70%: Indian minister

The recent high growth of foreign direct investment (FDI) in the...

Apparel/Garments | On 22nd Sep 2017

New US FTC rule for RN used on textile product labels

The US Federal Trade Commission recently streamlined requirements...

Textiles | On 22nd Sep 2017

Messe Frankfurt acquires Source Africa, ATF textile shows

Messe Frankfurt, one of the world´s leading trade show organisers,...

Interviews View All

Yash Maniyar
Rekha Maniyar

Indian fashion market is growing at a staggering rate

Smita Murarka
Amanté

‘There is huge demand in the Indian lingerie market for non-wired styles.’

Yash Agarwal
Hitansh Online

Every market region has its own culture and trends

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

September 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
74.5%
No
12.8%
Skip
12.8%

Total Votes: 47

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.7%
No
25.5%
Skip
12.8%

Total Votes: 47

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.2%
No
6.4%
Skip
6.4%

Total Votes: 47

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
70.2%
No
10.6%
Skip
19.1%

Total Votes: 47


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search