I’m sorry American Apparel, but we’re not buying your message or your merchandise. American Apparel has built its entire business on being exclusive, and this exclusivity makes it completely antithetical to the inclusive idea behind Queer Pride. The entire marketing chic of American Apparel is that it is known for being exclusive-you have to look a certain way to work there, you have to be a certain size to shop there, and you have to have a certain income to afford their prices. This corporation has never been an ethical company that cared about marginalized groups, it has always marketed to thin, hip, wealthy people. Additionally, the whole “Legalize Gay” clothing line and the new “Gay O.K.” Pride shirts seem progressive, the truth is that American Apparel is only “progressive” when the public eye is present.
While I won’t deny that it is great that American Apparel hired Isis King as a model, it is unfortunate that they feature her only for a LGBTQ marketing scheme. 8 passed and being sold under the mission to promote equal rights for the queer community.
In celebration of Pride month, American Apparel released a series of t-shirts with the line “Gay O.K.” In addition to these t-shirts, American Apparel is being heralded by many queer organizations for using trans model Isis King in ads for the new “Gay O.K” advertisements. These shirts are being added to the “Legalize Gay” clothing line released after Prop.
As you probably know, it’s LGBTQ Pride month and celebrations are taking place across the world.