American Apparel has done it again. Its new Creative Reuse line has pushed the boundaries of green branding to create a seamless integration of sustainability and soft porn. Targeting young hipsters and their older sisters with 70′s inspired, rainbow-coloured spandex basics, American Apparel is once again leading with its triple bottom line. Domestic production (in downtown LA) saves on shipping costs, minimizes environmental impact and allows for quick response to market trends and a just-in-time supply chain. The company also has industry leading work standards and benefits for all employees including factory, retail and admin.
The Creative Reuse line (launched on Earth Day) uses scraps of fabric from its regular lines to create a collection of small, perfectly ‘repurposed’ pieces. The line features neck ties, bras & undies, sashes, scarves and scrunchies (when did it become okay to where scrunchies again?). Their ‘Bag-O-Scraps,’ is a small bag of multi-coloured and textured fabrics that retails for $8 US. A product with almost 100% profit margin (minus negligible fixed & variable costs). Scraps that would have otherwise been thrown away, now generate revenue and further the brand’s socially and environmentally responsible image. And their crafty, too-much-time-on-their-hands hipster target market is loving it. AA even has on-line tutorials to make the aforementioned scrunchies and undies at home. The concept has all the right elements in place – consumer engagement, interactivity, sustainability and sex-appeal.
A great example of how a multi-national clothing retailer is using sustainability to build its brand and better its business, this is a new league of sustainable innovation and an inspiring case study.
