• American Apparel is to relaunch online in the UK towards the end of the month.
  • The brand was acquired by apparel maker Gildan Activewear for US$880m in a court supervised auction in January of last year.

American Apparel is to relaunch in the UK later this month with its iconic basics range, as well as new additions designed to appeal to audiences of all shapes and sizes.

The LA-based brand was acquired by Canadian apparel maker Gildan Activewear in a bankruptcy auction for US$88m in January of last year. Seven months later, Gildan relaunched the brand in the US with a direct-to-consumer range sold online that includes denim jeans, dresses, swimwear and other styles American Apparel historically sold alongside its colourful T-shirts, sweatshirts and leggings.

Now, Gildan has appointed creative agency Thinking Juice, part of the Sideshow Group, to lead the online relaunch in the UK.

"The UK is a loved and important market for American Apparel and customer demand made it easy for us to make the decision to enter back into the market," says Sabina Weber, director of marketing at American Apparel.

According to a blog post published by Thinking Juice last week, the brand will return with its iconic basics range later this month, as well as new additions designed to appeal to audiences of all shapes and sizes, underpinned by a strong message of body positivity, empowerment, inclusivity and diversity, it said in a statement.