Surprising Sustainability: American Apparel, the Quintessential Example of Misaligned Core Capabilities and Communications

Most of us know American Apparel for their heavily criticized advertisements, a topic that I do not intend to dive deeper into here. But behind that scandalous facade exists a company which has sustainability at its core.

All of American Apparels main business functions - design, marketing, accounting, retail, manufacturing etc. - is carried out in Downtown L.A. Efficient not only for them, but also for the environment. Even more so as it is largely supplied with renewable energy from solar panels. In addition to this American Apparel has a rigorous program for its employees including subsidized lunches, public transport, free onsite massages, ESL classes and company-subsidized health insurance (for the whole family). As an employee at American Apparel in L.A. you are guaranteed job security and full-time employment, something that is rarely heard of when it comes to the garment industry.

American Apparel has not only made the news for its questionable marketing, but also for its philanthropic efforts. Like the "Legalize Gay" t-shirts they began donating in 2008 to support gay rights groups. Or as in 2010 when the company donated over 80,000 pieces of apparel to support the victims of the Haiti earthquake.

In addition to its philanthropic activities, American Apparel aims to be as environmentally friendly as possible. They work for this through employing low-impact dyeing processes, using Cleaner Cotton, recycled bags and printing their catalogs on 100% recycled paper. American Apparel takes great care of managing the waste it produces through efficient designs, fabric scraps from one product are used to produce others.

About a month ago American Apparel found a new way to shock the public in New York City when they filled their windows with mannequins in sheer lingerie, through which a substantial bush was visible. The stunt was framed as provocative by several media, but could also be seen as one that embraces the natural woman. Is it possible that the infamous label is shifting its discourse and attempting to use its media share to promote more healthy ideals for women?

Either way the question remains as to why American Apparel does not leverage its substantial sustainability work in brand communications. Why the sexually provocative pictures instead? Through their current communication American Apparel might be discouraging consumers who would otherwise be attracted to their offer and who would want to contribute to their sustainability work.