#dovcharney

American Apparel Ad. Telephone Love. 

Thicker is Bigger.

During the last quarter century, major t-shirt makers such as American Apparel and copiers have focused on lighter and more fitted cuts.  Innovation and function have been put aside and there has been a perpetual price war during the last two decades.  The issues are who can be cheaper, lighter, and softer.  Concerns about quality or issues of versatility and durability have been the last priority and have been barely considered in the age of fast fashion. 

In order to create leadership we have reinvented the t-shirt and have made a deviation from the traditional flimsily styled garment.  We have redone the typical pattern.  The 1801 is thicker, has a more fitted neckline, it is boxier, the sleeves are wider and with dropped shoulders.  The garment is more crisp and heavy then any other t-shirt in it’s class and because of its thickness it retains its shape to allow for more styling opportunities.  The fabric is made of 18-singles yarn compared to the weak 30-singles combed cotton t-shirts popularized by Dov Charney in the early 2000’s.   

American Apparel ad, Cotton