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American Apparel loses its cool

'Cool' is such an intangible and ephemeral concept that to create an entire clothing range based on it is, well, daring. Unfortunately, American Apparel are in the throes of losing a lot of theirs. According to The Guardian, the stretchy-flourescent-spandex giants are in a right old mess, with their company being de-listed from the New York stock market. We don't know much about finance but know enough to gage that the D-word spells doom.....

So why did AA lose its cool? Apparently, consumers no longer want to look like an extra in Fame - fashion zeitgeist or not. That and (we're guessing) because it's inordinately expensive for what it is. But more worryingly, we're wondering if this is a grim forecast of things to come - i.e leggings are gradually slipping out of fashion?

Dear FashionGods, just let us stretch one more season out of them.....

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