Clothing Firm Forges Ties With Africa

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Consumerism with a conscience is the latest business move by beleaguered American Apparel Inc.

The downtown L.A. clothing maker and retailer is entering the fair-trade world by selling a T-shirt with half the proceeds going to impoverished artisans in Africa.

“Our consumer no longer wants to just buy a great T-shirt; they want to do good and give back,” said Cynthia Erland, senior vice president of marketing.

American Apparel is selling 5,000 limited-edition T-shirts and sharing the money with women from Sierra Leone who turn its single-color shirts into colorful tie-dyed prints.

“This one stood out to us because it is more than just a graphic printed slogan – it’s a gorgeous and unusual tie-dyed design. No two tie-dyes are the same,” added Erland. “Once you look closer at each T-shirt, it really tells the story of each artisan.”

The shirts were shipped as a donation by Brussels Airlines to and from the West African country, which has been impacted by a civil war and an Ebola virus outbreak.

One Family People, a human rights organization that helps native communities accept the concept of working women, connected American Apparel with the female artisans who tie-dye the shirts.

The clothing company started out in 1989 with a single plain T-shirt design and grew into one of the largest apparel manufacturers in North America but has not made a profit since 2009 and filed for Chapter 11 bankruptcy in October.

The unisex cotton T-shirts went on sale last month at 50 of the company’s retail stores and online for $26 each in three colors and several sizes.

“It has always been important for American Apparel to be a leader in important issues and help bring equal opportunity globally,” said marketing executive Erland.

– Carol Lawrence

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