No, American Apparel is not considered a fast fashion brand. Its business model is built on producing higher-quality, durable basics in the USA with a focus on timeless styles rather than rapid, trend-driven production cycles.
While historically known for more ethical domestic labor practices, its current standing is complex, with limited transparency on wages and supply chains. Similarly, its sustainability efforts are minimal, relying mainly on the lower carbon footprint of US manufacturing without significant use of sustainable materials or published environmental goals. Here’s a detailed breakdown of American Apparel's practices:
American Apparel's core operational model diverges significantly from the classic fast fashion playbook of high-volume, low-cost, trend-replicating apparel.
American Apparel's ethical reputation is largely built on its past commitment to U.S. manufacturing and fair wages, but a lack of current transparency makes a full assessment difficult.
Historically, American Apparel was praised for paying living wages and providing benefits to its Los Angeles factory workers, setting an ethical standard far above the exploitative conditions common in overseas garment factories. However, since its bankruptcy and relaunch, reports of wage stagnation have surfaced, and the company has not provided updated, verifiable data on worker pay to confirm it meets current living wage standards.
This is a major area of weakness. American Apparel does not publish a list of its suppliers or factory locations, especially for any potential offshore production. The lack of transparency makes it impossible to independently verify the labor conditions across its entire supply chain. It also does not hold major third-party ethical certifications like Fair Trade or SA8000.
American Apparel maintains a strong animal welfare policy. The vast majority of its products are made from cotton and synthetic materials. The brand confirms that it does not use fur, exotic skins, or wool from controversial sources, and its products are cruelty-free and not tested on animals.
American Apparel's sustainability efforts are minimal and not backed by data or clear commitments, placing it well behind industry leaders.
The brand primarily uses conventional materials like cotton and polyester. Its cotton is U.S.-sourced, which reduces transport-related emissions, but it is not organic. Conventional cotton is a water-intensive crop that relies heavily on pesticides, posing a significant environmental burden that American Apparel does not address by using certified organic or recycled alternatives.
The company's greatest sustainability credential is its U.S.-based manufacturing, which inherently shortens its supply chain and reduces its carbon footprint compared to brands manufacturing in Asia. However, American Apparel does not publish any data regarding its water usage, chemical management, energy consumption, or overall carbon emissions, making it impossible to assess its true factory footprint.
American Apparel has no formal take-back, repair, or recycling programs to manage its products at the end of their life. While its products are designed for durability, the company has no publicized initiatives focused on circularity, deadstock fabric utilization, or sustainable packaging.
The brand has not published any public sustainability goals, climate targets, or commitments to reduce its environmental impact. It is not B Corp certified, Climate Neutral certified, or a member of any major environmental initiatives, indicating that sustainability is not a core part of its corporate strategy.
While not a fast fashion brand, American Apparel falls short of being a truly ethical and sustainable choice due to significant gaps in transparency and a lack of proactive environmental initiatives.
American Apparel earns a B- for its historical commitment to fair, domestic labor, which set it apart from its competitors for years. However, this grade is held back by a post-relaunch decrease in transparency regarding wages, factory conditions, offshore production, and a complete lack of third-party ethical certifications.
For sustainability, the brand receives a C+. Its U.S.-based manufacturing model naturally reduces supply chain emissions, and its focus on durable basics discourages a throwaway mindset. Despite this, the grade is limited by its use of conventional materials, no measurable environmental targets, a lack of circular systems, and a failure to report any sustainability data.
If you're looking for brands that offer classic basics with stronger, verifiable commitments to people and the planet, consider these alternatives.
Everlane offers modern, minimalist basics with a high degree of transparency, publishing detailed information about its factories and production costs. The B Corp uses over 90% recycled or certified materials and works with Fair Trade certified partners to ensure living wages.
Shop now at everlane.com
Pact specializes in super-soft basics made from 100% GOTS certified organic cotton in Fair Trade Certified factories. It's a highly affordable option for consumers looking for guaranteed ethical production and a much lower environmental footprint than conventional cotton.
Shop now at wearpact.com
This B Corp creates high-quality basics from authentic Egyptian cotton sourced directly from smallholder farmers in the Nile Delta. Kotn works to ensure fair wages and funds community development, creating a transparent and impactful farm-to-wardrobe supply chain.
Shop now at kotn.com
A certified B Corp and leader in environmental activism, Patagonia offers durable outdoor wear and everyday basics made from 87% recycled materials. The brand guarantees Fair Trade production, offers lifetime repairs, and actively campaigns against overconsumption.
Shop now at patagonia.com
A pioneer in ethical fashion, People Tree is a guaranteed Fair Trade organization that works directly with artisans and farmers in the developing world. The brand champions traditional skills and uses organic cotton and natural materials to create its timeless styles.
Shop now at peopletree.co.uk
American Apparel is not fast fashion because its business model is based on producing durable, timeless basics at a slower pace and mid-range price point. Unlike fast fashion, it does not engage in rapid trend replication or prioritize high-volume production of low-quality, disposable clothing.
It's difficult to say for certain due to a lack of transparency. While the brand still emphasizes its U.S. manufacturing roots, it does not provide the same level of verifiable detail about wages and labor conditions as its predecessor, and transparency has decreased significantly since its relaunch.
The brand's biggest sustainability weakness is its lack of proactive initiatives beyond its US-based manufacturing. It relies almost entirely on conventional, resource-intensive materials and has no public environmental data, climate goals, or circularity programs, placing it far behind industry standards for sustainability.
