American Apparel, once a staple in the closets of many, is rediscovering its musical roots. Now under the Gildan umbrella, the basics brand has recently reinforced its bond with Live Nation, the behemoth of live music. This renewed affiliation revives their initial 2019 agreement, which spotlighted a three-year collaboration across 16 music venues, such as the Gramercy Theatre in New York and the Hollywood Palladium in Los Angeles. This agreement also encompassed six high-profile music festivals, including the likes of Bonnaroo, Rolling Loud, and EDC Orlando.
Before unforeseen controversies and a subsequent bankruptcy marred its reputation, American Apparel was the go-to tee provider for iconic bands like The Killers, Maroon 5, and She & Him. This chapter in the brand's journey was emblematic of its connection to the world of music and pop culture.
Emma Budzisz, Gildan Activewear's Vice President of Marketing, commented on this symbiotic partnership, "Our collaboration with Live Nation, a trailblazer in live entertainment, brings our revered American Apparel brand back into the limelight. Music is deeply intertwined with the essence of our consumers. The festival ambiance offers a distinctive canvas to work hand-in-hand with artists and designers, crafting unforgettable T-shirt souvenirs for festival enthusiasts."
Taking this association a step further, American Apparel graced Atlanta's Music Midtown festival from September 15-17 with its novel Tee Lab activation booth. Until September 18, this immersive station offered festival attendees a unique chance to acquire a complimentary custom-designed T-shirt, embellished with embroidered patches. A curated selection of American Apparel's printed merchandise was also showcased for enthusiasts to indulge in.
