american apparel taps band of outsiders menswear designer
Joseph Pickman has been brought on board to reinvigorate the men’s offering at the “Made in USA” brand.
After being one of the high street's biggest hitters in the noughties with at-first simple sweats, then increasingly adventurous designs, the last few years have been far less flawless for American Apparel: public drama around former CEO Dov Charney, cash flow problems and controversy courting advertising campaigns. New CEO Paula Schneider is attempting to turn the brand around though, making a bunch of new hirings, including Joseph Pickman from cult LA brand, Band of Outsiders, who will head up menswear (creative director Iris Alonzo and designer Marsha Brady were let go in February).
Pickman was head of menswear at Band for over three years - during the period when they got the coup of having Frank Ocean head up their advertising campaign - and will bring a new perspective to AA menswear. He told WWD, "We really, really work on the fit first — because the fit is what makes the customer feel good in the clothes — and then we look at fabrics. What can we add to that assortment? Can we give them something a little more refined and still call it a basic?" We're also hoping for more exclusive new lines and less repeat stock. Watch those rails.