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American Apparel launches its first men's jeans

October 3, 2011 | 11:09 am


American Apparel is launching its first men's jeans this week, the latest addition to the denim line that the Los Angeles clothing maker debuted this year.

The "Men's Jeans: Regular Fit 100" will hit stores worldwide this week, the company said Monday, which like many retailers touted the line for its authenticity.

"We've come up with a truly authentic pair of jeans -- something the market has lacked for a long time," said Georges Atlan, director of denim at American Apparel, who called the product "the perfect men's jeans."

The jeans are designed and made at the company's downtown Los Angeles manufacturing facilities, which "will re-establish California's rich history of denim manufacturing." Another major retail chain, Gap, recently moved its denim design offices to L.A. to be closer to the heart of the denim industry, which is home to many premium players including True Religion Brand Jeans and 7 for All Mankind.

The American Apparel men's jeans have a dark resin denim with a classic 1950s cut, the company said. Unlike many of its unisex products, the Regular Fit 100s are designed specifically for men and have a relaxed fit and a tapered leg "intended to hit right above the shoe."

American Apparel's Chief Executive Dov Charney said in a statement that it took more than 40 fair-wage workers to produce each pair of jeans. "American Apparel doesn't take expanding into new products lightly, and for our men's and women's denim we've not only come up with a great, fashionable product but we've utilized our full factory capabilities to do it right," he said.

The men's jeans are in sizes 27 to 36 and will be sold in stores and on the company's website. The product's online price is $85.


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Photo: American Apparel's new men's jeans. Credit: American Apparel