More changes once again have been announced from American Apparel, as today, April 7, 2015, it was announced that Joseph Pickman, formerly from the Band of Outsiders, has been chosen by CEO Paula Schneider to head-up the men’s design team. If any of his new designs look like Band of Outsiders, we can expect some preppy influences in their upcoming collection, which according to our new 15th Annual Spring Youth Culture Study 2015 due out next week, may not be in the best interest of the brand.
But American Apparel’s new team is setting a course that seems to be far different than before. Last week 180 employees were let go and two months ago, designer Marsha Brady and creative director Iris Alonzo were let go. Rumors are flying that the new direction may be far more Gap-like. Which, as we all know, is a brand that continues to struggle with being on target within youth culture fashion.
Pickman was the men’s designer for Band of Outsiders for the past 3 years as the men’s designer. His appointment means that American Apparel plans to increase its men’s offering, however full details of the brand’s plans won’t be revealed until the Fall season.