In reaction to some aspects of globalization in the 90’s (industry relocations, outsourcing to sweatshops), American Apparel has positioned itself as a responsible brand from its inception. Recently, the company extended its strong social policy to environmental aspects.

To foster dialogue and awareness about the global apparel production and socially responsible practices. Since 1998, all of the company’s campaigns aim to promote sustainable production and gender equity, etc., by using realistic and non-exploitive photography.

American Apparel gets 90% positive feedback from customers. Furthermore, sales growth between 2000-2004 amounts 900% compared to -12.9% for the US apparel market and 76% for leaders like H&M.