American Apparel® House at SXSW Sydney: For a Good Time, Not a Long Time

You walk through the door, and everything looks familiar… but different.

You walk through a buzzing crowd of artists, musos, and creatives. The air feels alive, a mix of laughter, basslines, and clinking cups. It’s got the vibe of an old-school house party with fairy lights overhead, custom coasters on tables, red cups in hand, and someone in the corner eating a burger — wait, is that chicken? Of course not, The Chippo is Sydney’s first 100% vegan pub, after all. 

But this isn’t just The Chippo. It’s the American Apparel® House.

Where Culture Gets Crafted

From Wednesday 15 October to Saturday 18 October, American Apparel® took over The Chippo Hotel for four unforgettable nights of live music, creativity, and connection.
Part of SXSW Sydney, the city’s biggest celebration of culture, tech, and innovation, the event sat right at the heart of the SXSW Sydney Music Festival.

Kicking off the series, the American Apparel® House hosted performances from Paulina, Kai Cult, Sollyy, Fresh Hex, and eight-time ARIA-nominated Ninajirachi, setting the tone for four nights that spanned genres and blurred boundaries.

Each night pulsed to a different beat — electronic, punk, R&B, indie. Among the standout acts were StAArt Up Fund winners Paulina and Thirst Trap, who left the crowd wide-eyed and wanting more. Supported by American Apparel®’s $10,000 merch fund for emerging artists, their journey came full circle — now lighting up the American Apparel® House stage.

Across the next three nights, audiences vibed to JUPiTA, JAAL, Soli, Zion Garcia, Bawo, Sonic Reducer, xiao xiao, Shanghai Qiutian, The Thing, Swapmeet, Krystal Rivvers, Kitty of the Valley, DOWNGIRL and BIG NOTER — a mix of local legends and international stars who are defining the sound of what’s next.

Fashion Meets Music

Beyond the stage, creativity was tangible. Behind a barricade of black crates, American Apparel®’s mark — the live T-shirt printing stations — were running at full steam. More than 600 people scored custom prints on the oversized and stylish 9001 Super Heavyweight Tee, choosing from epic designs by Elliot Routledge, Marcus Dixon, and Shauna Nobuko.

The House Party Everyone Wanted To Be At

Between sets, there were chats, plans, and lots of cheers. Every corner hummed with something — laughter, music, or that feeling you get when everyone’s exactly where they’re meant to be.

American Apparel® House was a reminder that culture doesn’t happen on screens or in trends — it’s built in spaces like this, shoulder to shoulder, hands in the air, singing until your voice gives out.

It was home. For a good time, not a long time.
See you at the next one?