OG Summer Secrets: A Peek Behind the Scenes

American Apparel®: A cultural icon

American Apparel® has always been more than just clothing—it’s a cultural icon. Since the 90s, we’ve set the standard for timeless basics, blending quality, style, and originality. Back then, our range included everything from bodysuits to disco pants, and wearing American Apparel meant you were part of something effortlessly cool and undeniably trendy.  

Fast forward to today, and while our collection has been refined, our legacy as the original brand for premium essentials remains intact. The "OG Summer" campaign is a tribute to this history, colliding retro aesthetics with modern-day style. With a nod to our roots, the campaign celebrates our timeless pieces, proving that while trends may come and go, American Apparel® always is here to stay.  

Here’s an exclusive look at how it all came to life.

Timeless Pieces, Everyday Icons 

At the centre of it all is the American Apparel® 2001 Tee, the OG tee that started it all. Crafted from premium ring-spun cotton, this piece isn’t just durable; it’s a wardrobe essential designed to leave a mark. Whether paired with denim, linen, or layered, it’s the perfect companion for your every Aussie summer moment. The American Apparel® 2001 Fine Jersey T-shirt defines why we’re the original. 
And we always will be.

Alongside the 2001 Tee we also had our summer essentials — the American Apparel® 2001CVC Tee, 1301GD, 307GD muscle tee, 102 boxy tee, 101CVC racerneck tank and 2408 tank.

 
Real Locations, Real Australia

Every shot in "OG Summer" was set in iconic and authentic spots of Bondi, Sydney. From the golden sands of Bondi Beach to the laid-back vibe of Lox in a Box, a local café that screams summer mornings. We captured moments at the Bondi Basketball Courts, where energy and street style collide, and wrapped the day at Bondi Beach Bed and Breakfast, that embodies relaxed coastal living. These locations brought the essence of an Aussie summer to life. 

Faces That Connect 

The faces of "OG Summer" reflect the diversity and individuality of Australia today. Every person brought their own story and energy to the campaign, proving that American Apparel®’s timeless essentials fit seamlessly into all walks of life. 

Make it an OG summer. Shop the collection here.