American Apparel’s latest model is a three-toed sloth and it’s definitely a furry big change from your usual fashion campaign.


Buttercup, chilling in an “ironic” lady pose, while promoting both American Apparel’s eco credentials and the Sloth Sanctuary in Costa Rica

American Apparel seems to have put its scantily-clad advertising past behind it.  Instead of pouty girls in boy shorts its new campaign star is… A three-toed sloth. Seriously.

“Meet Buttercup,” the advert reads above a shot of Buttercup poised seductively on a table. “Buttercup is a 23-year-old three-fingered Bradypus sloth from Costa Rica.  She was brought to the Arroyo family as an orphaned infant by local children and was the catalyst to their founding the Sloth Sanctuary… Her favourite pastimes include sunbathing and eating hibiscus blooms.”

American Apparel has tried its best to move on from the dismissal of its CEO and founder Dov Charney, including appointing a female board director and changing its racy campaign strategy.

Its new CEO, Paula Schneider, said that a more covered-up approach was part of a bigger advertising plan. “It doesn’t have to be overtly sexual,” Schneider told Business of Fashion. “There’s a way to tell our story where it’s not offensive. It is an edgy brand.  And it will continue to be an edgy brand.”

The ad goes on to promise that Buttercup has a big surprise in store. Let’s hope it’s not a sloth in disco pants. Check out the full ad below:


While American Apparel might have dominated the basics-in-every-color market for the past decade, there’s a new giant in town with well made, wallet-friendly and ethically produced garments. Uniqlo currently has a couple dozen outposts in the United States, with plans to open even more from coast to coast. With a healthy e-commerce site, novel collaborations and an emphasis on design and the best in technical textiles, the brand is primed to become your default whenever you need [insert any basic clothing item here].  Go check it out here.  We are currently loving their SPRZ NY campaign which is a global project where art and fashion meet.  SPRZ NY features specially-designed items such as T-shirts that are inspired by influential artists including Andy Warhol, Jean-Michel Basquiat and Keith Haring.

Keith Haring was a leading figure in the art scene of the 1980’s. He initially attracted attention by drawing in New York’s subway system before eventually achieving global recognition. His work, characterized by simple lines and bold colors, appealed to people throughout the world.

There are 950 Uniqlo stores worldwide and all but 136 are located in Japan, where Uniqlo has had a retail presence since the eighties. But over the last five years, the company has been opening new stores in cities like London, Paris, and Moscow every few months.  This do-good company is taking the World by storm.  We love that they address issues related to poverty, public sanitation, education, gender issues and the environment.  We’ll be keeping our eyes on you this 2015 Uniqlo.  Have you been to a Uniqlo?  Let us know about your experience in the comments below!


5 Trends From Dad

Your dad inspired the store that millions of you find your basics at.

American Apparel – Your dad inspired the store that millions of you find your basics at.

Your dad was into American Apparel before you and he’s got the plain shirts to prove it. He was a monochromatic madman who didn’t rep any brand other than his own. He knew all the Pantone numbers and looking into his dresser drawers was like looking into a kaleidoscope of fashion sense.


Unkempt Hair – Dad’s hair was so gnar that people assumed he’d killed a man and gotten away with it.

Your dad had unkempt hair before you did and he has the snarled strands to prove it. Long before looking like you just rolled out of bed became fashion-able, your dad’s locks were just as out of control as he was. He didn’t spend hours meticulously disheveling his hair with $40 product, he earned his look. His lengths were styled with motorcycle joyrides, fistfights and a touch of “I don’t give a fuck.”


Art Attack Sweaters – Dad’s coolness poured into that sweater first.  Those fibers once touched greatness.

Your dad wore Art Attack sweaters before you did and he’s got the weavings to prove it. Since before Cosby was a prefix for it and parties were themed around it, your dad was rocking these glorious machine-knit pieces. His collection of knit Pollocks and wearable Warhols were the mullets of clothing, formal enough for work, yet wild enough to party in.

Jorts - Your dad wore them because he was helping to save the environment before saving the environment was cool.

Jorts – Your dad probably wore them because he was helping to save the environment.

You dad wore jorts before you did and he’s got the short frayed denim to prove it. Living the three Rs, he Reused his life-wrecked jeans by Reducing their leg length and Recycling them back into his wardrobe as stylish Danny Dukes. Now every pair of faded favorites could have a second life as his favorite pair of shorts.


Colored Knockoff Ray-Bans – Dad once hated on the sun with lime green ray blockers.

Your dad wore neon sunglasses before you did and he’s got the $10 knockoff Ray-Bans to prove it. Like a highlighter hugging his eye sockets, his shades were the awesome accent that made him stick out in a crowd. He was a life salmon that swam downstream when everyone else was trying to go up.

For more great trends from Dad, check out the source we used: Huffington Post.  You can find the article here: Hipster Trends Your Dad Started.

Uggly Truth

The next time you are looking at those knock off UGG boots and thinking about how nice they would feel on your feet, think about this article and you will not be feeling so cozy.

UggsRebena also found in through research a released video showing sickening scenes of these dogs being skinned alive on a Chinese fur farm.

At the end of the day, it all comes down to the almighty dollar for most of these companies. In the case of knock-off Uggs, not many people are aware of the horrible treatment that animals endure just so their customers can wear a fluffy and comfy pair of boots.

Looking for an alternative?  Check out our favorite humane footwear dealers such as Minnetonka Moccasins, American Apparel or check out all of the wonderful reclaimed vintage on Etsy.