# Luxury T-Shirt Lines This Brand is Launching a New Line of Premium T-Shirts By Katherine Pendrill | Published 2016-03-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/premium-tshirts References: [refinery29](http://www.refinery29.com/2016/03/106136/american-apparel-perfect-t-shirt-campaign) & [adweek](http://www.adweek.com/news/advertising-branding/how-american-apparel-rebuilding-its-brand-more-sizes-new-styles-and-fresh-marketing-170082) 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](https://www.trendhunter.com/trends/set-active-unveils-luxform) 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. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 80% | Activity: 88% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Premium T-shirts:** There is an opportunity for retailers to appeal to higher-end clientele by offering more luxurious versions of their classic tees. - **Inclusive Marketing:** Brands could connect with a more broad range of consumers by featuring models of all shapes, sizes, and ages, thus creating a more inclusive marketing campaign. - **Tailored Fit:** There is a market for T-shirts that feature a more contemporary fit for those looking for something with a more fashionable edge. ### Sectors Adopting This - **Fashion Retail:** Fashion retailers could invest in producing premium T-shirts with better quality fabrics to appeal to higher-end clientele. - **Advertising and Marketing:** Marketing agencies have the opportunity to create advertising campaigns that feature models of all shapes, sizes, and ages to create more inclusive ads. - **Textile Manufacturing:** Textile manufacturers could produce higher quality fabrics to be used in the manufacturing of premium T-shirts to offer a more luxurious version of a classic tee. ## Related on Trend Hunter - [Quick-Drying Summer T-Shirts](https://www.trendhunter.com/trends/classic-tee.md) - [Unique T-Shirt Materials](https://www.trendhunter.com/trends/airknitx-tshirt.md) - [American-Grown Cotton Apparel](https://www.trendhunter.com/trends/supima-pique-collection.md) - [Connection-Driven Apparel Lines](https://www.trendhunter.com/trends/cool-to-connect-1.md) - [Elevated Fall Basics](https://www.trendhunter.com/trends/alyson-eastman.md) - [Elevated Basics Collections](https://www.trendhunter.com/trends/aaron-levine.md) - [Refined Sportswear Collections](https://www.trendhunter.com/trends/atype-by-adidas.md) - [Premium Linen Apparel](https://www.trendhunter.com/trends/uniqlos-2025-springsummer.md) - [Refined Achived Sneaker Styles](https://www.trendhunter.com/trends/adidas-6.md)