American Apparel

Shopping, High street Oxford Street
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American Apparel
© Abigail Lelliott
American Apparel

This hipster bodywear brand has been clinging on to life for a little while now, despite persistent rumours of imminent bankruptcy. Since it opened its first shop in London some seven years ago, ethically minded US-import American Apparel has expanded at breakneck speed. The colourful, vaguely kinky, 1980s-inspired garb (leggings, figure-hugging jersey dresses, spandex leotards, skinny jeans, tracksuit bottoms, cheerleader-style knee-highs, gold headbands and a large range of tops) seemed to capture the spirit of recent times - at least as far as twentysomethings were concerned - with simple cuts, comfortable materials and affordable prices.

The company first conquered with well-fitting cotton tees, then the nigh-on-perfect hoody that became the uniform of the East End trendy, and, more recently - in spite of their tendency to sag - with its nudge nudge, wink wink retro briefs.


Venue name: American Apparel
Address: 142-144 Oxford St
Opening hours: Open 10am-8pm Mon-Sat; 11.30am-6pm Sun
Transport: Tube: Tottenham Court Rd tube
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Where else can you get retro styles NEW? I traveled all the way from Miami with this shop on my MUST SEE list. The sales staff are all darlings!