American Apparel (& Gina) do yoga, half-heartedly.

Via Waylon Lewis
on Feb 2, 2011
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We like American Apparel ’cause they’ve got great style, they use real people from diverse backgrounds with no photoshop or conventional make up, they do a fair amount of eco stuff including solar panels and the best organic cotton blank tees, they treat (most) of their employees really well, and are Made in the USA, mostly.

Some of our most vocal readers don’t like American Apparel because they’ve left behind their realistic advertising roots and now use porn stars or “perfect” blond models (instead of “real people) doing dopey things in the sand, just like every other conventionally desperate corporate owned fashion line.

I’m a fan, personally, still—as long as crazy Dov has control, it’ll continue to surprise, and mostly in a good way.


About Waylon Lewis

Waylon Lewis, founder of elephant magazine, now & host of Walk the Talk Show with Waylon Lewis, is a 1st generation American Buddhist “Dharma Brat." Voted #1 in U.S. on twitter for #green two years running, Changemaker & Eco Ambassador by Treehugger, Green Hero by Discovery’s Planet Green, Best (!) Shameless Self-Promoter at Westword's Web Awards, Prominent Buddhist by Shambhala Sun, & 100 Most Influential People in Health & Fitness 2011 by "Greatist", Waylon is a mediocre climber, lazy yogi, 365-day bicycle commuter & best friend to Redford (his rescue hound). His aim: to bring the good news re: "the mindful life" beyond the choir & to all those who didn't know they gave a care. | His first book, Things I would like to do with You, is now available.


17 Responses to “American Apparel (& Gina) do yoga, half-heartedly.”

  1. joqatana says:

    I know some porn stars ho have Much better yoga than Gina does. I sure do, and some of my work has been defined as "porn" even though almost every single frame of it has me fully clothed,w hile almost all my nude work is merely considered "Art"

  2. elephantjournal says:

    Great point! She's not really doing yoga, of course, she's "being cool." Too cool to actually fully do something! ~ Waylon

  3. Anastasia says:

    That's cool? American Apparel is cool? Their models are "natural"? Heaven help us.

  4. elle says:

    Although she may not be doing yoga in the photographs, she may do yoga in her day to day life. I like the idea that One can be centered and grounded in the fashion-forward/ hipster environment

  5. elephantjournal says:

    I'm with you on that one. ~ Waylon

  6. […] This post was mentioned on Twitter by Waylon Lewis and tim , Tomas Jonsen. Tomas Jonsen said: RT @elephantjournal: American Apparel hipster halfheartedly does yoga pose in new ad: […]

  7. Maythinee says:

    I was sure when I saw the "Some of our most vocal readers…" comment that what was to follow was going to be about allegations of Dov Charney's lechery when it came to women he employed at the company. I'm a fan of AA for the reasons you stated, but dubious in terms of allegations of sexual harassment.

  8. Maythinee says:

    p.s. Did I miss something, or isn't flexibility spelled with 3 i's?

  9. citizenrobot says:

    I'm about 5 feet tall, and before you can interrupt – I'm not obese – and I have to wear LARGE LEGGINGS there. Why? Because a LOT of their bottoms are cut low in the front AND the back. The last thing I want is to be in Downward Dog showing half the classroom most of my buttocks.

  10. Perhaps it's some kind of indie hipster spelling?

  11. Steve Vegas says:

    Is anybody else irritated that the Flexibility is spelled Flexabilty in the ad? Is this some kind of marketing speak I'm not hip to, or just a typo?

  12. elephantjournal says:

    She has the "ability" to be "flexi." What Jay says.

  13. Lisa says:

    I used to LOVE American Apparel. I'm tall and they were one of the only places I could find long tank tops to do yoga in that wouldn't ride up and become a belly shirt. Those tank tops are still my main yoga-top of choice. I bought most of them about 5 years ago and they're still in great shape! That being said, I have read some stuff about how they treat their employees (if they're not hipster-enough then they get fired) and methods of hiring (if they don't look hipsterish enough, then they don't get the job) and I really no longer want to support AA. I've read some forums where a lot of angry ex-employees have vented and I think it's really unfair. I used to work in retail and I couldn't imagine being a great a great employee and then all of a sudden getting fired one day because I'm my glasses-frames aren't ironic enough. I'll still wear the AA stuff that I already own, but I haven't been to an AA in over a year, and I don't plan on returning.

  14. ARCreated says:

    blech….I'm too old, too money poor, and too (always have been) uncool to even remotely get this crap…whenever I see an ad I feel like an alien that has landed somewhere Inhabitable… I'll take Lululemon's Old School photos over this …
    sorry I'm ovbiously not a hipster 🙁 and any where that even once engaged in the sort of sexual harrassment/pedophilia this company seems to be in can't do enough things right to make up for it…
    there is NO company that represents how feel and what I would be "in to"…hmmmmm

  15. Rebecca says:

    1. Please spell words correctly in your ads. Failing to do so makes you look dumb and me less inclined to buy your shit. 2. If you're going to call it yoga, then your model ought to actually be doing yoga; not some weird pseudo-yoga/sex stretch. 3. If that model is "normal", we're all in big trouble!

  16. […] American Apparel does Yoga. Again. Again. Again and again. And, again. […]

  17. Jessica says:

    This ad bothered me too! I am glad to be reminded of the nice eco/social things that AA is doing, even if its porn star models do look awkwardly sexual. 🙂