American Apparel to Expand Kids’ Collection

Los Angeles-based American Apparel has announced plans to grow its children’s clothing range into a larger and more elaborate offering for babies and kids. “We’ve received so many letters from parents asking us to ‘shrink down’ some of the signature styles for their kids,” said Marsha Brady, a creative director for American Apparel, who noted the initial rollout will include dozens of takedowns as well as new designs and colors. She added that these parents are already familiar with the brand and the comfort of its products. “We’ve been looking forward to building this part of our line and are very happy to have answered this demand,” Brady noted.

American Apparel successfully tested a child’s version of The Shiny Legging earlier this year; upcoming additions will include the Bloomer, gingham button-down shirts, suspenders, high-waisted skirts and several printed leggings to pair with staples such as the kids’ baby-rib brief, karate pant and baby one-pieces. “The goal was to make pieces that kids and parents could rely on over time,” Brady said. “Our adult styles are pieces that people buy over and over again and we want that to be true for the kids’ clothing as well.”

American Apparel currently sells the kids and baby lines via more than 70 U.S. retail locations, several international shops and its e-commerce site. As with all of the company’s garments, the kids and babies lines are knit, cut, designed, sewn and marketed in downtown Los Angeles, where workers have access to low-cost healthcare and fair wages. American Apparel has over 10,500 employees and is the largest clothing manufacturer in North America. Visit www.americanapparel.com.

In the September Issue: A Spring ’10 trend report A spotlight on new products bowing at ABC Kids Expo The top launches from the New York shows Catching up with the Kids In Distressed Situations charity Plus: Infant and toddler fashion Coming In October: Tools for selling slings and wraps Tips for easing CPSIA compliance Understanding the Canadian consumer Back to the future with tween fashion Plus: hot gifts for tweens and infant hosiery