Check this out.

Remember the satirical American Apparel ads? (If you don’t know what I’m talking about, see this and this.) Well, here they are along with a few others and some commentary on American Apparel. 

I have to warn you, two of the fake posters have some flat-out porn in them (which I think I can back since it’s there to prove a point), but this site is most definitely worth a look.

Props to reader Matt for the tip.

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I hate sweatshops. Now, which one of you wants to suck my dick?

American Apparel is the worst company in the world that doesn’t make rape porn, sell gasoline, or supply the Pentagon. Seriously.

How can the asshole who owns the company reconcile his supposed concern for the well-being of his factory workers with the fact that he consistently dehumanizes women in his personal life, at his office, and in his advertisements? I’m aware of the fact that I’m not the first person to call attention to the misogynistic implications of the ads or the company’s owner’s behavior, but I have what might be a different take on the whole thing than most people do.

I lived in LA when that company opened its first retail stores in 2003, one of which was just down the street from my house. Someone told me it was a good place to get plain t-shirts and sweatshirts and that I should check the place out, so I went in there and paid some ludicrous amount of money for a green t-shirt that didn’t fit and decided the store sucked. I mean, yeah I thought it was kind of cool that they were making their shirts in downtown LA and were paying their workers a little more than the local taco stand did, but I was pretty unimpressed.

I knew, because they had opened a location in my stupid hipster neighborhood, that the people behind American Apparel thought they were putting out a hip product for the “counter-cultural” types paying $1300 rent in Los Feliz and Silver Lake. The area was already lousy with overpriced thrift stores (“vintage boutiques”) and faux-50s health food diners, so American Apparel fit right in.

The problem with American Apparel when its stores first opened was that the product line was basically a rehash of Au Coton. It didn’t work in 1986, either. No one wants to spend twenty bucks on a plain t-shirt just because some guy tells them he’s hiring Mexicans in LA instead of Mexicans in Mexico City to make it. Unless, of course, you tell that person that paying twenty bucks for that t-shirt will make them cooler than the fool with the two-dollar thrift store t-shirt.

That’s what happened. Dov Charney, the CEO, founder, and head pervert of American Apparel figured out that, instead of just selling plain t-shirts and sweatshirts, he could start pumping out the silly little 80s-style garments that were inching onto the narrow asses of hipsters in LA and New York and make himself a billion bucks in the process. He saw that hipsterism was going to be the next big thing, that he could get rich selling lifestyle garments to people who think they’re iconoclasts for listening to Beck. So he put out skinny jeans in ugly colors, he put out headbands and gym shorts that allow people like Devendra Banhart to feel retro and avant garde at the same time, and he put out shiny, ill-fitting dresses and shirts for women who don’t eat. Hipsters love ugly clothes, and Dov is all over it.

I almost want to blame Dov Charney for hipsterism. His store is a mecca for people who think they’re making the world a better, hipper place by overvaluing ugly cotton clothing, and it’s the place people go when they’re ready to make the belated move from dance music to lame corporate “indie” rock. I definitely blame Dov Charney for the dorkification of some of the more interesting urban areas in this country. I mean, once you see an American Apparel store go up in a neighborhood, you can pretty much assume that any real counter-cultural activity going on in the area is over and that any interesting residents will be moving elsewhere, afterward to be replaced by Radiohead fans with Apple computers and sparrow tattoos who don’t mind paying triple the current rents.

Whether he made hispterism the asshole trend of the decade or not, he’s making sure it spreads and doesn’t go away, so fuck him for that alone.

But did I mention that he likes to sexually harass his employees, the women he does business with, and everyone else he comes across who owns a vagina (he’s been sued at least 5 times for it)? Did I mention that his company’s advertisements (which are done in-house and can’t be blamed on anyone else) are basically kitschy 70s porn? Did I forget to say that he coerces the “models” he hires to create that 70s porn into letting him pork them, often by warning them that their jobs depend on it? Oh yeah, he also jacked off on someone and he likes to walk around the office naked, firing anyone who doesn’t like it. He’s a bad guy.

I suppose it isn’t much of a surprising story. Total geek in high school (I mean, fuck, his name is Dov Charney… and did you see him?), hated by everyone, can’t get anyone to touch his wiener, gets rich and powerful, then takes it out on the women he has some authority over and pretends it’s just one big fun sex party.

The thing is, this guy’s trying to get us all on board with his plan to dehumanize women and treat them like jizz mops. The women in his ads are all very, very young. Some of them don’t look old enough to drive, but he’s got them in all kinds of degrading, pornorific poses. Check it, yo:

(Peep the graffiti on that last one. Good shit.)

So, here we see it again: sex, especially sex in which women (preferrably ones that are still practically children) are being treated like fifi bags, sells. Especially to the kinds of people who are stupid enough to think being a hipster is iconoclastic in any sense AT ALL, or who think that wearing ugly, overpriced clothes says anything about you except that you are gullible and have too much money to waste.

Oh, and have a look at this.

If you feel like contacting them and letting them know where to stick their ads, click here or write/call the following:

747 Warehouse St.
Los Angeles, CA 90021
United States

Tel. +1 (213) 488-0226
Fax. +1 (213) 488-0334


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