The death of the hipster trend
“Earlier this month, Mr Charney declared the hipster trend, which powered his expansion, “over”. He now wants to cater to older customers, who might prefer chinos to neon bike shorts.”
“Dov Charney’s fashion empire, American Apparel, appears to be on its last legs, amid growing rumours that its founder could soon be wearing his eclectic wardrobe in a court of law.”
“Mr Charney’s defenders point out that he is progressive with regard to his workforce, paying factory workers up to $20 an hour, well above minimum wage, and describing his clothes as “sweatshop free”. He also gives staff health insurance and paid holidays. Although he also admitted to a string of affairs with young employees, and sharing offensive office banter with male and female staffers and paying women to participate in wet T-shirt competitions in the company’s offices.”
“The un-globalised structure of American Apparel also helped it react to the market far more quickly than its big rivals. Designs scrawled on napkins over lunch could be in shops within weeks.”
