American Apparel

Wow, an American Apparel store with friendly employees? I didn’t know that was possible, but the Covent Garden location proves my previous notions of AA as a company with shops staffed almost exclusively by surly hipster robots wrong. Employees here are disarmingly friendly and helpful and the shop itself is clean and well organised. I will definitely be back when I need to stock up on good basics.

This shop has some great designs and ideas and is one of the most colourful places you’ll visit, but ethically made or not, it’s just a massive ripoff.
I wanted a jersey dress from there, but the design was so simple I decided I could make it myself by cutting the corners off a pillowcase and saving myself £30.

I’m slightly ashamed to say that this store is fast becoming one of my favourite in London. In my head I thought American Apparel was over prices, over hyped and basically a shop for neon legging wearing size 0 19 year olds. As i’m none of those things I have always pretty much avoided it.
I was led in there the other day by my current coloured tight obsession and since them have been back three times in less than a fortnight. The clothes can be overpriced and a good portion of the collection is aimed at size 0 19 year olds (gold leggings? Hotpants? football shorts?) anyway but what there is in American Apparel if you look hard enough are some fantastic luxurious basics. Great hoodies, leggings (of the black not gold variety please), fab tights, lovely jersey scarves (i’m buying at a rate of one per visit currently) and some lush slouchy cardies.
I still hate the stupidly loud music (andI’m 28 not 80 but it is FAR TOO LOUD IM SHOPPING NOT DANCING!!) and the shocking service from miserable stuck up size 0 19 year olds. but I’ll brave it because I love the jersey scarves.

There was recently a whole article in Observer Woman on the phenomenon of American Apparel and its conquest of the UK over the past couple of years. It has literally taken over the trendy youth market and I’m not sure what we used to do without it. The shop’s catalogue of staple items in varying colours is genius, and the brand has single-​handedly reintroduced leggings to the market! I love it, and it’s my first point of call if I’m going out and need something to refresh a tired old outfit. My favourite item of clothing from there currently is a pair of faux-​leather leggings that make me feel amazing! I love that you can get anything from outlandish sparkly skin-​tight skirts to a more demure jersey dress all in the same shop, and all reliably quality and cool.
The value varies from product to product, but is on the whole pretty reasonable, if not a little on the side of expensive.
I am a huge American Apparel fan and, as i said before, have no idea what we did without it!

I really like this store, and this brand. Even among my friends this is controversial, as many of them think it is a rip off, or that their items are completely un-​wearable. I disagree!
The brand is American, and all items are made in downtown L.A. This is great for those with a conscience, as it means nothing is made in a sweat shop– guaranteed. This also means that items are generally of simple construction and available in a rainbow of colours, as the effectively dye the fabrics then make the clothes. This means most of their items are made from cotton and are single layered. For some, paying £25 for a dress is acceptable, but if it is a simple dress, i.e. essentially a big t-​shirt, it becomes unacceptable. For me, the attraction lies with the cut and the style. The items are designed to fit ‘youth’ sizes, so as a UK 10 to 12 makes me a large. Fits are small and tight! This does not make the clothes unflattering though, you just have to choose the items well. Most items are particularly suitable for teenagers and young adults– such as Kyle style gold hot pants!
Some fabrics are better than others but if you pop into this quiet branch and have time to try a few items on, you will begin to see the attraction. They are particularly strong at designing well fitted t-​shirts and tops. Leggings are well designed, but pricy. Other items include Dresses, jeans, trousers, tights, socks, bags, gym wear, dance wear, menswear and accessories. Many items are unisex, which is great for taller girls, as sleeves and legs are longer.
This store is much quieter than Oxford Street, but still holds two floors (Menswear in the basement, Womenswear ground floor.) and a good stock. Worth a look, especially if you are already a fan of American Apparel.

While I love the brand American Apparel (lawsuits regarding owner’s pervy interests aside) and buy it online quite a lot, my first visit to this particular store left a lot to be desired and perpetuated the ‘hipster’ image that the clothes create by way of its employees.
Upon entering the shop, the employees showed no indication they’d noticed I was there and completely ignored me as I shopped, preferring to stand and chat instead of aiding me as I tried to find my size. The store was badly organised and the fitting room attendant made no effort to offer to fetch other sizes of clothes for me to make my trip easier. Moreover, when I went to the till and enquired about student discount, the employee was not far off sneering at me as he said an emphatic no.
As far as shops go, this one is pretty poor; the attendants were far more interested in themselves and their own appearance than doing their job.
However, I do have to disagree wholeheartedly with the reviewer below, seeing as AA is not a sports shop and does stock clothes (such as skirts and dresses) which are emphatically not sporty. Although they stock good clothes, the staff weren’t worth the experience of going back again.

OK, so I am not a great sports woman and I never shoped in AP untill last week when I was desperately looking for an outfit for the fancy dress party (my boyfriend, bless him, has decided we are going to be a heavy weight lifters, me 7stone, him little bit more:) and because I wanted to go for it properly I went into this store to look for some suitable outfit. I loved it. Imagine leotards in ABBA style, all gliters and flash. Imagine gold latex swimwear and high waisted leggings in similar shadesPrices decentThe only thing I don’t understand is, do they earn money on people like me, on the haunt for something they’d never wear for real, or do some people actually mean it??:)