American Apparel Bid Spices Up Canadian Brand Gildan
- Little-known T-shirt maker wants to buy racy American Apparel
- Challenge will be how to merge the opposing corporate images
An American Apparel retail store in Washington, DC.
Photographer: Saul Loeb/AFP via Getty ImagesGildan Activewear Inc. is spicing up its image with a bid for American Apparel Inc., the racy and embattled purveyor of jerseys and tights. If the tie-up succeeds, they’d be fashion’s new odd couple.
How odd? For an answer, look no further than the companies’ advertising strategies. American Apparel, which filed for bankruptcy protection this month, is known for crude and lewd ads featuring scantily clad teens and, more recently, for taking a stand on controversial social issues like gay marriage. Compare that to Gildan’s latest campaign, in which the Canadian company’s pitchman derides the use of half-naked models to sell garments not meant to be seen in public. “I’m Blake Shelton,” the country-music and TV star says, “and I’m modeling underwear.” He’s fully dressed during the entire 30-second spot.