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T-shirts 'take over LA fashion world'

Tuesday 05th of December 2006 03:00:00 PM

The t-shirts of Los Angeles manufacturer American Apparel (AA) are "changing the way some people dress", one fashion expert claims.

Writing in Nylon magazine, editor Eviana Hartman claims the firm has "undeniably changed the way clothes can be made" and has also played a part in introducing t-shirts to the boutiques by marketing Californian comfort as a fashion statement.

Ms Hartman notes sportswear that was "once unthinkable beyond the Jazzercise studio" has been brought to the high street, while boutique designs from Ella Moss and Anzevino and Florence - which are based in Los Angeles - also now incorporate simple t-shirts and jersey loungewear.

"Everything we do is based on intuition," Dov Charney, AA's founder, told Nylon.

Commenting on how the firm immediately reorders styles that sell well, Mr Charney told the magazine: "We're like high school - everybody wants the popular girl."

The result is that stock is shaped on a daily basis according to consumer demand, Ms Hartman comments.

Meanwhile, a customer notes that the style is simple and does not make the wearer look as if they have made too much effort.

AA has recently purchased push bikes for its workers in a bid to encourage a healthy lifestyle among its staff, the Associated Press reports.

In addition, the group has screened Fast Food Nation for its workforce to promote healthy eating.

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