California-based American Apparel, after a win in US bankruptcy court, during which a judge ruled in favor of the retailer's reorganization plan, the company's new chief is out to remind shoppers about what makes American Apparel unique: Its dedication to US manufacturing.

‘Made in the USA’ has been rooted in American Apparel's DNA since the company was founded 27 years ago. But CEO Paula Schneider, who took the company's reins one year ago, said that message had gotten lost amid some ‘salacious’ advertising, and controversial headlines regarding founder Dov Charney.

The new strategy of the American Apparel is introduced after years of raunchy advertising and a slew of allegations against its former CEO. Now, the company is hoping a renewed interest in American-made products will bring shoppers back into its stores. We have the opportunity to keep people employed, and it's kind of a bit of call to action for people to come to shop, Schneider said.

About 7,500 of American Apparel's 8,700 employees work in Los Angeles, where it manufactures all of its apparel ‘right down to the strings that are in the hoodies. Over the next few months, the American Apparel will up the ante on its ‘Made in the USA’ promise, via a new a crowd sourcing campaign. Through this campaign, the retailer will invite local artisans to submit their designs to management, with the intention of bringing a yet-to-be determined amount onto its selling floor.