Contemporary minimalist brand American Apparel enters an empowering collaboration with Paris-based label Keur and together, the two entities produce a whimsical collection of embroidered apparel. The aesthetics of the clothing are largely concerned with style and promoting an environment of "inclusivity, tolerance, and love."
The limited edition collection is unisex and it boasts a Power Wash tee, California Fleece Pullover sweatshirts, and iron-on patches. The designs borrow motifs that are largely associated with the LGBTQ+ community — the rainbow heart balloon patch, for example, and female empowerment — Keur's signature heart illustration. While the embroidered apparel is minimalist in aesthetic and takes the silhouettes of American Apparel's best-selling basics, the playful patch options allow consumers to be a little bit more experimental with their wardrobe.