I know this is old news and slightly off topic but let's go there anyway:

I first discovered the simply designed, well-fitting, slightly over-priced pleasure of American Apparel t-shirts when Le Tigre would only print their band shirts on AA tees. It was all ethics and happy workers and vertical whateveryoucallit. It was political and no sweatshops and All American.

Now it's tits and ass and crotch shots.

Is Dov Charney some sort of leader of our generation? Our revolution? I bloody hope not.

I am grateful that more people now feel that they can wear a plain t-shirt and still be sexy because goddamnit I cannot stand bows/fringing/tassles/ruche/ruffles etc etc but there is something slightly strange about it all. The aesthetic of their adverts sells a lifestyle. Some kind of sexually liberated (does that mean loose?) and desirous idolisation of youth (and socks). It's kind of funny. It's kind of genius. It's kind of annoying. Even more so after you've spent hours 'researching' a blog post about it.

I know they pride themselves on the provocation and stimulation their ads provide. I like a peachy arse and pink nipples as well as the next person but it's just not fun anymore.

It starts getting desperate and I feel like I am watching people wank.

Oh wait a minute, I am.

(See also creepy video ads)

And then you read the stupid stuff that this guy, Charney, AA's CEO, has said. Par example:

Feminism is extremely restrictive. You can’t call a woman a bitch, you can’t call her this, you can’t call her that. But that’s what life’s really like. Yet, she can do whatever she wants. It’s out of balance and that’s why young people haven’t embraced feminism, because it’s out of balance.

It’s not PC to critique gay sexuality right now. But the heterosexual guy who likes to slap girls on the ass, he’s like a monster. God forbid I was a hermaphrodite then everyone would shut the fuck up.

Ugh. If my buying a nice t-shirt is condoning this kind of stupidity my t-shirt gets a bit sullied.

And the dance thing.

Leotards are just wrong! No-one should wear them by choice! On the street! I'm sure they're not good for digestion and peeing becomes a major rigmarole.