# Awarding Controversial Ads American Apparel Dubbed Label of the Year By Going Like Sixty | Published 2008-12-08 | Naughty Source: Trend Hunter, https://www.trendhunter.com/trends/american-apparel-store-of-the-year References: [guardian](http://www.guardian.co.uk/lifeandstyle/2008/nov/30/style-awards-2008-american-apparel) American Apparel’s CEO Dov Charney is obsessed with sex when it comes to advertising and marketing. But this didn’t stop the brand from being named the Guardian newspaper’s ‘[Label of the year](https://www.trendhunter.com/trends/people-will-talk)’. American Apparel is the [largest clothing maker](https://www.trendhunter.com/trends/normform) in the U.S. and targets a fresh audience with basic appeal to bright colors, leggins, tees, mini’s and vintage look hoodies. American Apparel was made famous by Dov Charney who freely mixes [sex and some say shady ethics](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty) with selling his lines. ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 94% | Activity: 100% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Naughty](https://www.trendhunter.com/naughty) ## Key Themes ### What's Driving This Trend - **Sexual Advertising:** There is an opportunity for brands to gain attention and recognition by pushing the boundaries of sexual advertising and marketing. - **Unconventional Branding:** Brands that are willing to take risks and embrace controversy in their branding have the opportunity to stand out from the crowd. - **Ethical Consumerism:** As consumers become more socially and ethically conscious, there is an opportunity for brands to cater to this trend by being transparent in their business practices. ### Who This Affects Most - **Fashion:** The fashion industry can benefit from embracing unconventional and controversial branding in order to stand out in a highly competitive market. - **Advertising and Marketing:** Brands that are willing to push the boundaries of what is considered acceptable in advertising have the opportunity to create buzz and generate recognition for their products or services. - **Retail:** Retailers can cater to the growing trend of ethical consumerism by being transparent in their business practices and emphasizing sustainable and socially responsible sourcing. ## Related on Trend Hunter - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Versatile Apparel-Lingerie Brands](https://www.trendhunter.com/trends/boobwear-brand-nuudii.md) - [Influencer-Backed Valentine's Day Collections](https://www.trendhunter.com/trends/bobbi-althoff.md) - [Confident Fashion Rebranding Campaigns](https://www.trendhunter.com/trends/people-will-talk.md) - [Sustainable Dairy-Branded Apparel](https://www.trendhunter.com/trends/organic-valley-2.md) - [Multi-Brand Apparel Lines](https://www.trendhunter.com/trends/champion-2.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Cultural Newsletter Subscriptions](https://www.trendhunter.com/trends/off-the-cuff.md) - [Dirty-Resembling Luxe Undergarments](https://www.trendhunter.com/trends/dirty-willy-underwear.md)