One of America's most controversial clothing brands is making a comeback, but ditching some of its signature traits. American Apparel, founded in 1989, was known for selling basics, including its popular unisex hoodies, bodysuits, tights and leggings.

However, it came under criticism with its provocative advertising that often featured scantily clad women in suggestive poses. In the Me Too era, American Apparel is being careful about its portrayal of women. The brand still aims to be sexy, but gone are the ads that may have made women feel vulnerable, uncomfortable or like the camera is looking down at them.

The re-emergence of American Apparel comes at the hands of Gildan Activewear, a Canada-based manufacturer that won an auction to buy American Apparel, after it entered bankruptcy protection. So this time the brand will be Canadian-owned.

American Apparel relaunched in the US in August 2017 by operating a test store that it will use to study the brand’s traction and potentially pave the way for a return to physical retail. To stay competitive, American Apparel will standardize and expand its sizing to include extra large pieces, lower its prices by up to 23 per cent and offer its previous hits including disco pants, high-waisted jeans and bodysuits.