Screen printing is one of the oldest and most popular clothing-printing methods. It is used to make customized shirts and other apparel. It is a versatile process that can produce a wide variety of designs and colors. It can also be used to print company logos, team names, or personal artwork.
American Apparel is one of the most famous brands of apparel in the world. The brand has a storied history, from its founder’s scandalous behavior to its wild financial shenanigans. However, in recent years, the company has struggled to survive and has gone through multiple rebirths.
Today, American Apparel’s design, merchandising, and sourcing teams work out of an industrial building in Los Angeles. The open-plan offices are scattered with relics pulled from the brand’s old home: a sign capped by a silhouette of a woman’s legs and neon lights arranged into the form of three women in gymnastic poses. Downstairs, a photo studio is being used to reshoot e-commerce photos. The models look too stiff in the original shots, so the team is reshooting them to give them more movement and to show different angles.
The brand’s new products are a mix of classics and new designs. Its signature “Easy” jeans and zip-up hoodies are still available, but the line now includes items like a crinkly nylon jacket that didn’t resonate with customers. Mazzucchelli, who took over as CEO in late 2019, is focusing on improving the quality of the garments and expanding its wholesale business. She is also trying to increase the number of Made in USA styles, although that has been a challenge since March of this year, when the website began making it less clear which garments were produced in the United States. By January 2020, the “Made in USA” shop had disappeared from the website altogether.
To screen print, ink is pressed through a woven mesh directly onto the fabric of the shirt. A stencil is placed underneath the mesh to block the fabric from absorbing the ink, and each color of the design requires its own separate stencil. The resulting image is applied to the fabric, and the remaining ink is washed away. The stencil can then be reused for additional prints. The process is time-consuming and labor-intensive, but it allows for high-volume production at a lower cost than other forms of printing. It’s also a great option for custom t-shirts. american apparel screen printing