Basics For Life
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Branding
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2019
American Apparel
American Apparel has been an iconic player in the basics and printwear landscape for nearly two decades. Under Gildan's new ownership, we were tasked with repositioning and reintroducing the brand while honoring its heritage and maximizing its potential.
Our approach centered on "Basics Elevated," a new brand framework that empowers authenticity and individual style. We developed a comprehensive brand book detailing everything from styling and layout to tone of voice and positioning. As noted by Vox, the brand's tone evolved from "cheeky and fairly smutty" to one of empowerment, allowing customers to express themselves on their own terms.
The new identity system consists of reusable components guided by clear standards, creating a cohesive design language that can be implemented across global touchpoints. We translated this framework into various assets, including website banners, mailings, animated social posts, and the American Apparel catalog. The system emphasizes how the brand brings authentic people together, enhancing personal style while promoting a vibrant, shared life.
This refreshed brand identity creates a more consistent and personal American Apparel story, making the brand feel timeless and reliable—a clean break from its controversial reputation of the past decade. The result is a modern, lifestyle-driven identity that maintains the brand's essential DNA while positioning it for future growth.
As Creative Director, I was responsible for the overall creative vision and approach, working closely with our creatives and brand experts. This was made possible through the efforts of Alexander Otto, Jonny Singh, Frank Gouwy, Dylan Hoop, our director Sarai Mari, and many other Monks.
Client:
Gildan
Agency:
Monks
Year:
2019
