Culture

Meet Jewel Owusu

Meet Jewel Owusu, the Filipino-Ghanaian artist and producer shaping her own world through alternative electronic indie pop. Born in Hong Kong, raised in New Zealand and now based in Melbourne, Jewel’s sound blends movement, emotion and experimentation into something textured, vulnerable and electric.

As part of Live Nation’s Next On program, supported by American Apparel®, Jewel shares more about her creative direction, live performance, personal style and the role merchandise plays in building a deeper connection with her fans.

Amy Shark x American Apparel

No boring winter fits this season. Just ask Amy Shark. Amy Shark is a chart-topping, no-filter, no-fluff kind of person. Her winter wardrobe is full of colour, comfort, and character – just like American Apparel®.

Introducing the American Apparel® StAArt Up Fund

Emerging Artists can Win $10K Worth of Custom Merch with the StAArt Up Fund.

AA x Super Heavyweights

Meet Lazarus Lab and Fearon, two sets of creative super heavyweights featured in the 9001 Super Heavyweight tee. Finding inspiration from many facets of contemporary culture, Lazarus and Fearon find themselves in the enviable situation where their passions have become their everyday reality. 

AA x O.G Summer

Our OG Summer campaign is for those who know that style isn’t seasonal, it’s timeless. It’s for those who wear what lasts, who keep it real, and who know that being an OG isn’t about trying, it’s about being. 

AA x Creators

Friday and Amberley. Two creators that are all about perfecting and honing their craft. There’s more to it than just the final masterpiece- the process that unfolds behind closed doors. Hours and hours of frustration, the moments of doubt and finally, the quiet break-through.