Is Dov Charney making a return in fashion?

Obi Anyanwu

Опубликовано
1 сент. 2016 г.

In February, the American media reported that American Apparel founder Dov Charney is making a return to the fashion industry. Six months later, Charney’s new fashion venture is picking up steam, at least according to his social media accounts.

 
Charney took to Instagram to share garment and production in Los Angeles. One of the images features Charney sitting on supplies with a caption detailing the production process and every state the fabrics have been to on its journey from raw material to fashion garment (the cotton was sourced in Georgia, yarn spun in South Carolina and then knitted, dyed and cut-and-sewn in Los Angeles).
 
In addition to the production process, a new website, That’s Los Angeles by Dov Charney” has emerged with a photo slideshow and contact page.

The former American Apparel CEO was reported to be launching the new fashion business with Chad Hagan, Group President of Hagan Capital Group. The brand is expected to be a line of men’s and women’s basics and based entirely in the United States, much like his first venture.
 
"What's important to us now is we're able to form this new venture and put Dov at the helm and we're going to do basics again," Hagan told the media. "We don't want to just start with some funny, online brand. We're going to do what Dov does best and then establish a robust e-commerce system. But we will not be debuting just as an online retailer."
 
In December 2015, the media reported the Charney wanted to revive the bankrupt company although he was ousted as Chief Executive Officer from the company in 2014. The company filed a restraining order against Charney and he, in turn, filed more lawsuits against the company. His takeover attempt was rejected in January.
 
American Apparel appears to be turning itself around after exiting Chapter 11 bankruptcy in February. The company is now offering less products, operates a website that is easier to navigate and shoots less controversial marketing campaigns.
 
With American Apparel back on track, it’s time to see if Charney can replicate his first successful business.