Before the gift code hit my Inbox, I was already compiling a mega-wish-list ten times larger than the amount intended. While I was shopping at the Hollywood American Apparel, I fell in love with their sleeveless "Lawn Button-Up" tucked into high-waisted shorts. The billowing fit of a size XS(!) looked phenom with the Marilyn Monroe shorts I bought that afternoon. I always regretted not buying it, but my wallet forgave me.
Did I spend $68 more than my gift card? Yes. Was this Rum Raisin top worth $42+shipping+tax? Probably. Admittedly, I was seduced by the gift card and it's invitation to a "free" $35 purchase. But since I'm shit at narrowing options, I just decided to treat myself to the blouse above, 2 American Apparel tri-blend tanks, and the Alternative Apparel sweat pants I've been threatening to buy for weeks now in "Eco-Oatmeal."
Ever since I blew my proverbial load on separates and basics, I remembered my husband mentioning that American Apparel is extremely close to bankruptcy. They're closing a slew of stores in New York, their stocks are bottom-feeding, and they've lost about $30 million a year ($120m total). It's a little surreal to think about. This brand was on top of the world at one point, but their unwillingness to evolve is making them quickly irrelevant.
I mean, how many times a year do you buy basics? How many times ever, for that matter?
Right now, their fall 2010 catalogue is a pretty display of Katherine Hepburn inspired riding pants and camel cardigans. It's a welcomed departure from the neon spandex of old. But I still find their prices shockingly out of touch. I realize manufacturing clothes on US soil is more costly, but we're dealing with BASICS here. How often can one AFFORD to stock up at American Apparel?
Get Well Soon AA,