American Apparel recently announced plans to launch a line of premium T-shirts in order to attract higher-end clientele. While the retailer is known for its large selection of basics, now the brand is looking to offer a more luxurious version of its classic tee.
In June, the brand plans to roll out "a premium, beautiful fabric T-shirt." Unlike the brand's existing shirts, the new tees will feature minor tweaks such as lighter fabric and a more contemporary fit. To accompany the launch of the new shirts, the brand will also be initiating its 'Perfect T-shirt' campaign. The new campaign aims to help the brand connect with a more broad range of consumers by featuring models of all shapes, sizes and ages.
The new premium T-shirts and accompanying campaign represent a direction for a company that has undergone much turmoil in recent years.