That company, to me, is American Apparel. Here’s why:
1. They are a true American company. Almost everyone out there touts their hometown pride… and then outsources production far, far away. Too expensive, they say. But AA has remained steadfast to their vertical integration model, and became a hugely successful brand while doing it. They’ve turned “Made in USA” into a competitive advantage — wearing it on their sleeve long before it became cool.
2. They have beautiful design. AA’s marketing has been called controversial and provocative, but I really don’t see how it’s any more “sexually charged” than your typical fashion magazine advertising. To me, it’s a simple demonstration of honesty — from the minimal, flawless graphic design to the un-photoshopped, imperfect photography. The utilitarian approach is a direct reflection of their product while clever copywriting reveals founder and chief Dov Charney’s sense of humor.
3. They have an opinion. It’s rare for a big, public corporation to take a stand on anything (besides MOAR MONIES), but AA takes their beliefs as seriously as their production. They’re a vocal advocate on the many things that affect their business, like immigration law reform (Legalize LA) and environmental stewardship (their bike lending program is pretty awesome). Even things that do not, like gay rights (Legalize Gay). Whether or not you agree with where they stand, it at least makes them interesting — something most companies sacrifice as they grow.
4. They just sew a darn good t-shirt. And sell possibly the most affordable, American-made clothing you can buy.
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