Article: Behind the Scenes of our Super Heavyweight Campaign
Behind the Scenes of our Super Heavyweight Campaign
Our latest Super Heavyweight collection is American Apparel’s boldest release yet, featuring the 9001 and 9410 Super Heavyweight Tees.
To bring this campaign to life, we took it to Burleigh Heads, Gold Coast—where real craftsmanship met real creativity. It was about putting our pieces to test with makers who embody what the Super Heavyweight tees stand for.
Enter Fearon and Lazarus Lab, two Super Heavyweights in their own right. Fearon is a master metal fabricator, turning raw steel into precision-crafted pieces with nothing but skill, heat, and force. Every cut, every weld—it’s about control, durability, and making something that lasts. His workspace is where metal meets movement, where sparks fly and craftsmanship speaks louder than words. It’s a process built on years of expertise, just like our tees.
Then there’s Lazarus Lab, masters of the art of permanence. They bring unique narratives to life through film, blending precision, authenticity, and enduring impact. In a world that moves fast, they stand still, creating work that holds weight and meaning, just like our Super Heavyweight Tees. Their unwavering attention to detail and craftsmanship ensures that every frame is as timeless as the 9001 style.
This collection isn’t for the throwaway culture. It’s built different. Durable, premium, and made to last, whether you’re wearing it on the street or putting it to the test in the studio.
