American Apparel

I would love to hate American Apparel. I really, really would.
Who do they think they are, anyway? Being all ethical and paying people a decent wage to produce the clothing they so cooly display? Jerks. Americans! Tyrants. Actually, yeah that’s a pretty great reason to overpay for some hipster duds, knowing they weren’t sacrificing Bangladeshi children to do so. (cough cough Primark — ick).
But in reality, I pretty much like it – if only JUST this shop on Curtain Road. It’s chill and quiet, and has a large selection of all the metallic leggings, cropped tees, halluicinogenic patterns, jersey dresses, et al that you could cram into your life… with even a few kid items in the front for good measure, which of course is what lured me in today.
Hooked by a supersoft 10 quid tee for my kid and then wooed into 100+ quid must-​have leather sandals that I like so much I am know wearing them on my feet, which are hanging off my bed, as I write this review. That’s how you can tell you really love your new shoes, you wear them around the house when you get home because you want to be close to them. 100 quid well spent, I shall wear them like I wear my black boots in the winter — TILL DEATH DO US PART.
For the most part I can do without the attitude of most shop hands in Shoreditch, but somehow American Apparel managed to snag a cast of quite friendly people. Today in fact was one of the best — a French girl with super short hair (who was darling) who was an absolute delight. Doesn’t she know she’s supposed to be snotty and rude and act like she doesn’t care about me or what I buy or the world? I hope she never gets the memo.
Way to go American Apparel, I’ve tried for years to hate your guts for being too cool, too tight, too whatever… but I just don’t. I like you 4-​stars and these sandals 5-​stars.

The original sad faced American Apparel store, before it spread out to Oxford Street and all the screaming 14 year old girls that listen to Chipmunk discovered the merits of jersey dresses.
This branch reminds you of what AA used to be– a legging heaven for underweight Hoxtonites with low self esteem and made up mental health issues. This store is very quiet and has an OK range of stuff. I can’t quite tell whether the staff are unfriendly or massively shy. Otherwise it’s a good option if you just want to browse your crotch enhancing leggings in peace without some loud pre-​pubescent sh*t knocking you out the way.

This store is definitely my favourite in London. Although it’s probably the smallest it’s the quietest and I think it’s a great shopping expierience going here. As it’s small it doesn’t carry the whole AA range so if your going for a particular item then you’d be better going to say the Camden one BUT if you want a browse of some well stocked basics and a quiet time come here!

I can’t help being a fan of American Apparel, the clothes are supposedly ethically made, which is a relief in these depressing days of Primark and Gap paying their workers 7p per day (or something like that!).
The plain, bright coloured cotton t-​shirts, dresses and all in ones are easy to spot on every other girl/​guy in the East End. Although they seem to mainly be aimed at the tall, skinny things that you see in all the magazines. And they don’t come cheap. A pair of simple black leggings will set you back a pretty hefty £19.
Primark doesn’t seem so bad now does it?
American Apparel stocks all the essential basics, it’s just a shame it’s now so ‘cool’ and the price has gone up along with it’s popularity.

I am a fan of American Apparel clothing. The styles are bright, colourful, fitted clothing with minimal if no logo’s or patterns. Fitted styles suit me because I’m a big flirt and like to show off my body. The t-​shirts and long sleeved ribbed tops do this to good effect.
At first glance it can be easy to mistake the shop for ladies fashion only, but once you make your way inside the men’s selection is quite varied. In truth the styles are quite unisex.
The styles are quite affordable and funky and you see many street dancers carrying the American Apparel look.

Was American Apparel on Curtain Road when Nathan Barley mythically resided in Shoreditch? I can’t remember, likely because I was too busy working in media and revelling in the self-​reflexivity of watching Nathan Barley while working in a Shoreditch media agency to notice.
I am certain however, that if Nathan Barley existed at the same time as American Apparel’s Curtain road store it would have appeared in at least one episode. My money’s on the one where Barley gets the gnarly paint splashed haircut. You couldn’t get a more Shoreditch shop if you tried.
Holographic leggings? Check! Impossible to wear t-​shirt dresses in myriad hues? Check! Mr T chains that are only passable on the infuriatingly cool? Check. It is my belief that American Apparel is most suited to the skinny and the tall. Of which I am, sadly, neither.
That said, I am a fan of American Apparel’s simple cotton t-​shirt dresses. Just steer clear of the inexplicably popular cotton leggings. Sure, they look fab on the hanger but anyone worth their fashion salt knows that leggings which become baggy in the knee after one wash are unforgivable no matter how cultish the brand.

This small branch has everything you need, American Apparel wise, and is not as busy as some of the more central stores. I stock up on my basics here, such as V-​neck t-​shirts and leggings and try on some of the more adventurous lame creations. The clothes are mainly inspired by dancewear, so it does help if you have a dancers body to fill it correctly. I like to mix plainer styles from here, with other more trend-​led clothing.

If you are having a body conscious moment do not venture here you will only feel worse. Ethical fashions that are fun and very skimpy and beloved by the Shoreditch kids who stalk these streets. The shop has the look of a dance outfitters and is heavy on leggings, tights and vest tops but you can pick up a great dress or two which are fab for holidays or wearing when you get down with the kidz at one of the warehouse parties that are so frequent on this road. The prices are low and mean that you can purchase those silver leggings even if you only wear them once. The bikinis are a particular highlight and they have a wide range of mix and match styles but be warned sizes are on the small side so avoid your blushes and go larger. The shop assistants will do their best to avoid eye contact but if you can get it they melt and are sweet and helpful.