Will A New Denim Line Save American Apparel?

by Justin Fenner | 9:34 am, April 5th, 2011

In March, before word got out about just how bad American Apparel‘s financial situation is, the company’s CEO Dov Charney announced that he’d unveil a denim line this month. On Monday, he sent out a press release detailing exactly what those jeans will look like. But with the company in so far over its head, we’re wondering whether or not a few pairs of jeans will be enough to save the company.

Fashionista got a copy of the press release, which as far as we can tell doesn’t address any of the company’s financial problems, or the fact that it might have to file for chapter 11 bankruptcy protection. It does say, however, that adding jeans is just as natural for American Apparel as asking a young girl to pose in a compromising position for an ad campaign.

“Jeans are an iconic, essential part of the modern wardrobe, just like the t-shirt,” Charney said in a press release announcing the launch. “No one does basics like American Apparel. We’ve mastered the basic t-shirt, now we’re getting excited about jeans.”

All of the denim will retail for $80, but unfortunately we don’t have images of it as of yet. Two pairs of women’s denim (one high-waisted tapered leg jean and one pair of high-waisted cuffed jean shorts) popped up in stores on Monday. It’s expected that a heavy pair of men’s jeans will be in stores just in time for the back-to-school shopping season at the end of the summer.

Whether or not American Apparel will actually be in business by the end of the summer, however, remains to be seen. In its first quarter earnings report, the company revealed it had lost over $86 million during 2010, and it was reported today that American Apparel is in danger of violating the covenants of its loans from banks across the world. On top of that, a group of women came forward last month accusing Charney of sexual assault.

But hey — who are we to turn down the opportunity to buy a pair of good jeans?

Exclusive: American Apparel Launches Denim Amidst Rumors of Bankruptcy [Fashionista]

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