A crew of young hipsters stocked a multitude of cotton basics into a chic retail space earlier this week on Grafton Street. The activity was shrouded by oversized posters covering the store's windows.
But the mystery ends today as American Apparel opens; bringing to Dublin its fresh, urban mix of colourful basics that is already familiar to shoppers in cities from New York to Los Angeles.
American Apparel sells clothing for men, women, children and dogs. The merchandise mainly appeals to a young audience of 14- to 30-year-olds, and prices reflect this.
American Apparel also differs from the industry standard in that the company eschews celebrity branding, opting instead to use regular people as models.
The US "sweatshop free" brand is renowned for its unconventional corporate culture. AA has been active in its support for US immigration reform as well as promoting environmentally friendly processes and advocating fair labour policies.
There's a lot to get excited about with these well-priced environmental crusaders. There are t-shirts, shorts and hoodies with not a logo in sight.
