London is the world capital of quirkiness thanks to its amazing cultural diversity, pioneering fashion trendsetters and not to mention its inventive designers like Vivienne Westwood, Alexander McQueen and Gareth Pugh (to name a few). So it came as no surprise that the youth of London were more than happy to see its very first American Apparel store open on the infamous and swinging Carnaby Street in September of 2004. It became increasingly apparent that Londoners were already very much aware of the American Apparel aesthetic with its youthful, provocative and trendy style capturing the imagination of the capital's fashion forward residents.
Before too long every magazine from i-D and Dazed and Confused to Vogue and Grazia were featuring our colourful and glittery products as soon as their stylists could lay their hands on them.
Soon after London's flagship store had opened, it was obvious that public demand necessitated branching out. So in August 2005 East London's Curtain Road opened its doors to a crowd of incredible looking kids, stylists, artists and musicians. The rest is now history with stores following the same pattern of success in: Portobello (May 06), High Street Kensington (July 07), Brighton (August 2007), Covent Garden (November 07), Oxford Street (December 07) and Glasgow (December 07).
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