The 100 Best Style Trends Of The Complex Decade

44. American Apparel

Sometime in the early 2000s, unbranding became the new branding. Gone were the days of big ponies and graphic T-shirts: this was the dawn of the solid tee. American Apparel, with its premium price-point, racy advertising, and slim fit clothing, quickly created a market niche for logoless, comfortable basics. At one point in time, it was damn near impossible to walk outside of the house and not see someone wearing one of their California fleece hoodies, 50/50 shirts, or rather revealing deep V-neck T-shirts.

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