There’s something very millennial, and also sexy, about pink pants. We’ve not had a pair of desirable hipster Y-fronts since American Apparel closed its doors.
Left & Below Left - Boy Smells Men’s Blush Brief - $25
Boy Smells from LA, known for their candles, has expanded with intimate apparel called ‘Unmentionables’. All styles are made in Peru out of premium Pima cotton. For colour, Boy Smells has chosen to further expand the brand’s signature pink with other neo-naturalistic tones: bone, buff, bare, and blush.
On the other side of the Atlantic, Ron Dorff, the Franco/Swedish basics brand, has a pair of pink Y-fronts that will make everybody wink. Think pink for that underwear drawer refresh.
Below Right & Bottom - Ron Dorff - Y-Front Briefs - £28
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.