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Since it opened its first shop in London some five years ago, ethically minded US-import American Apparel has expanded at breakneck speed. The colourful, vaguely kinky, 1980s-inspired garb (leggings, figure-hugging jersey dresses, spandex leotards, skinny jeans, tracksuit bottoms, cheerleader-style knee-highs, gold headbands and a large range of tops) seemed to capture the spirit of recent times – at least as far as twentysomethings were concerned – with simple cuts, comfortable materials and affordable prices.
The company first conquered with well-fitting cotton tees, then the nigh-on-perfect hoody that became the uniform of the East End trendy, and, more recently – in spite of their tendency to sag – with its nudge nudge, wink wink retro briefs.
Branches throughout the city.