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Ethical label American Apparel scoops style gong


American Apparel, a brand with a strict fair trade policy, was named ‘label of the year’ in the Observer Woman alternative style awards.

Right, I know one of the aims of this blog was to promote ethical fashion. But something about American Apparel leaves a slightly sour taste in my mouth. Namely, their shameless marketing which convinces flocks of braindead east end art students that, no, that is not just a plain short-sleeved T-Shirt but actually a totally edgy and amazing garment which will turn you into a Vice magazine shoot the moment it touches your skin.

I am yet to be convinced that it is anything other than the clothing equivalent of Carling – that brand whose constant in-your-face advertising and sponsorship brainwashes thousands into buying it, apparently forgetting somewhere between the first pull of the pump and the last dreg of the pint that it actually just tastes like piss.

(photo by heart_of_darkness, shared under a creative commons licence)

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I am a journalist living in Bristol, UK. My work has been published in The Independent, The Guardian, Dazed and Confused, Mixmag and DJ Mag, amonst others. Drop me a line at

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