Another California based and made basics brands? Sound familiar? Read about The Death of American Apparel here
This time it’s different. Driven by Founder and Creative Director, Adam Vanunu, Cotton Citizen is about experimenting with colour and mastering the art of garment dying. A curated palette of super saturated, eye-catching coluors are released every season, created exclusively with their exclusive dye house’s capabilities.
Inspired by destinations around the world, Cotton Citizen is designed and produced in Los Angeles. Each Cotton Citizen piece is as unique as the person who wears it.
An off-shoot of his family’s American Dye House business, which he took over when he was 20, Cotton Citizen launched with a T-shirt line in 2012, sold exclusively at Fred Segal.
Adam still develops all the dye colours and washes the mens and womenswear collections by hand. He picks the fabric and launders it before he cuts and sews it, just so all the shrinkage gets out.
When Cotton Citizen dye, they provide a colour fascinator to the washes so that the colour doesn't bleed or fade and it stays as rich as the first day you got the shirt.
Everything is made in the U.S. from 100% cotton.
TheChicGeek says, "I really like the vivid oranges and greens with coloured flecks for SS18 and while it is relatively expensive you are paying for the individual attention to each garment."
Left & Right - Cotton Citizen - Sweatshirt - £170, Jogging Trousers - £170 Available at Harvey Nichols
Am I premature or too late, but does the closure of American Apparel signal the beginning of the end of the hipster?
Left - American Apparel is disappearing from British high-streets
This Terry Richardson-type wank fantasy of sports socks and short shorts, with a dash of the ethically made, didn’t quite make it. It had potential. It rode that early wave of ethical consumerism and sold items people need and use in volume. Basics.
It shoulda/coulda been a Gap for hipsters, but thought itself too cool for that and in the process shot themselves in the foot. If you didn’t wear gold meggings and a towelling headband you weren’t going to quite cut it in an average branch of American Apparel.
Right - Ironic? Were you cool enough to wear these?
You can aim for hipsters, but, ultimately, you want everybody, something that Uniqlo seems to have mastered. And, if you're charging a premium you need to remind consumers what the extra is for, in this case, it was made in the USA. Selling basics is a tough job, these days, as it is so price sensitive. Retailers, like Gap, are struggling to reinvent themselves in this post-hipster market. Maybe they should adopt the best bits of American Apparel and add some contemporary sex appeal to their image.
American Apparel was like one of those scowling cool kids who doesn’t say much, looks the part, but you realise, quite quickly, they have nothing to say.