Creative agency Thinking Juice, part of the Sideshow Group, have been appointed as lead strategic agency for the iconic American retail brand as it prepares to re-launch online in the UK.

American Apparel will be re-launching online in April, shipping to audiences in the UK and internationally. The brand will return with its iconic basics range, as well as new additions designed to appeal to audiences of all shapes and sizes, underpinned by a strong message of body positivity, empowerment, inclusivity and diversity.


The re-launch will be marked with an integrated marketing campaign towards the end of April comprising social, digital, OOH, and a significant PR push supported by Fabric PR.

Thinking Juice will be responsible for UK communications planning across all channels, working closely with American Apparel’s in-house creative team in Los Angeles.

“The UK is a loved and important market for American Apparel and customer demand made it easy for us to make the decision to enter back into the market. We needed a partner who could act as our brand guardian on the ground and advise us strategically on how to meet our brand and business goals, and Thinking Juice met the brief perfectly.”

Sabina Weber, Director Marketing at American Apparel

Chris Cardew, Head of Planning at Sideshow Group, said: “We’re privileged to be helping such an iconic brand like American Apparel make their comeback, they’ve been missed. They have a great brand story and the product is as good as it’s ever been, if not better. UK fashion will be richer with them around again.”