American Labour

American Apparel is saving their most labour intensive work for African-Americans like Willie (seen above).  So if you're Black, you can feel comfortable knowing there'll always be back-breaking work for you in the 'backroom' of some American-Apparel outlet somewhere.

Responsible for the near-porn strewn across billboards throughout the majority of the Western hemisphere, the dominant clothing brand won't be backing down anytime soon from its successful advertising strategy.  And why would they when they appear to be doing better than ever?

When it comes to sexualizing and exotifying its models, many of whom are employees of the so-called fair trade brand, American Apparel has broken it down to a science. For these reasons,  Willie's pose is ripe for analysis. Rather than having Willie undressed and in some uncomfortable position like most other AA model shots, this ad, torn off the back of an Eye Magazine in the Spring, has Willie flexing his muscles.  It's unlike any other ad for American Apparel I've seen before, and coming from them I'm not surprised.  It conjures up all the stereotypes that the history of American labour has to offer.  Could you picture the company using a White, Chinese-American, or Mexican-American model in the back of some cube van flexing for these shots?  No way.  Nevertheless, they do make a fine t-shirt.

Defender Telegraph, page 1, No. 001