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Dov Charney: American apparel founder new brand begins retail operations

American Apparel chief executive Dov Charney new brand Los Angeles Apparel (LAA) kick-starts its retail operations. The brand opened its e-commerce site for direct-to-commerce visitors with an assortment of clean basics. The manufacturing of LAA is based in South-Western LA, the same ethics with which American Apparel was initially launched.

Right before Thanksgiving and just ahead of the black Friday rush, Charney announced LAA’s soft launch through his Facebook and Instagram accounts.

At the moment, the website hosts a line of T-shirts, sweatshirts, bodysuits and leggings with a price range of US $ 25 to US $ 60. The work on further expansion towards denim for women, a canvas bag collection, swimwear and a work wear line for men and women is underway.

Charney launched Los Angeles Apparel earlier this year and the brand looks incredibly similar to his former project.

The brand first cemented a deal with TSC Apparel, a top-tier T-shirt distributor that works with popular corporate and school merchandisers. Similar to American Apparel, where Charney was ousted amidst sexual harassment rumours and sluggish sales, Los Angeles Apparel (LAA) started out with wholesale circulation.

Charney earlier mentioned that both brick and mortar and online stores were on the cards for his new project. He had also stated that LAA will generate US $ 600 million in revenue over the next decade.