American Apparel Rummage Riot!

06 April 2010

Another weekend, another case of fashion hype going through the roof and . . . turning nasty on the day. This time round, rather than the launch of a new collection - (step forward Sonia Rykiel for H&M) it was a load of OLD stock (albeit cut price) as American Apparel hired out a warehouse in East London to sell off their past season colourful basics and plugged the four day event on facebook, and notching up a whopping 30 000 attendees in the process.

Then on the day, the measley number of security staff the US chain had laid on were overwhelmed by the surging queues and the police had to intervene - ten of whom ended up injured themselves, according to The Times

Crowds surged in to the space causing such a crush that the sale was closed down after only 30 customers had the chance to purchase, only re-opening the following day with an army of security guards marshalling everyone around. Phew! all this for a few stretchy tees and leggings . . .

Well Grazia Daily managed to miss the actual violence (we don't know about you, but we work FAR too hard during the week to get up at the crack of dawn on Good Friday) but made it down for a bit of a nosy on Saturday afternoon. A long, but brisk-moving queue, yep, what seemed like a million men in hi-vis tops but absolutely no pushing or shoving (definately preferable to Oxford St on a weekend, we thought) and inside, hundreds of teenagers stripping off to try on their booty to a booming soundrack from the in-house DJ.

All good family fun for Easter weekend

- Naomi Attwood


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