Dive Brief:

• American Apparel this week said it would use crowd-sourcing to find more U.S.-manufactured accessories to sell in its stores and online.

• American Apparel has invited vendors to submit 90-second videos on their products by June 17, 2016. They must be able to ensure that their products are made in the USA, with a retail price of $100 or less. Vendors must also promise to produce and deliver 500 units within a 30-day period.

• American Apparel will review submissions “with an eye towards what resonates with the spirit and DNA of American Apparel,” according to a press release. The retailer will announce by June 30, 2016 which products it wishes to sell, and will contact the selected vendors to discuss terms.

Dive Insight:

From the beginning, ousted American Apparel founder Dov Charney insisted on selling American-made products, a signature that has gone a long way in differentiating the brand among its fans. Current American Apparel CEO Paula Schneider recognizes the importance of the company's Made-in-USA ethos, saying that its recent bankruptcy restructuring efforts will help keep the company’s Los Angeles factories open. 

Many of American Apparel's accessories have been sourced overseas, however, and as the company has made moves to downsize those same Los Angeles factories, some onlookers have speculated that it’s forging an opening to begin some overseas sourcing.

The new accessories initiative could help assuage those fears. American Apparel said it will seek to find U.S.-made leather goods, canvas goods, footwear, jewelry, paper goods, fragrances, and small home furnishings.

"Cutting and sewing 100% of our garments in America is at the core of our DNA. We want to continue to support manufacturing in the U.S. by giving small businesses the opportunity to thrive and succeed," American Apparel SVP of Marketing Cynthia Erland said in a statement. "We are very excited to launch our Made In crowdsourcing campaign by soliciting ideas for third-party accessories and small home goods made in America and giving these vendors the opportunity for distribution in our stores and online globally.”

Terms and conditions, and instructions for vendors submitting videos, can be found here.

American Apparel currently operates 202 retail stores in 19 countries. Its global e-commerce site serves more than 50 countries worldwide.