On Friday, American Apparel famous for its basic cotton knitwear and overtly sexual advertising, held their 'rummage sale' in Brick Lane. Apparently over 2000 people showed up for the event and the crowd of mostly teenagers started to get rowdy. The police were called in to get things under control. 10 police officers were injured and three people were arrested for public order offenses. In the end only 30 people actually got to attend the sale and the first day of the sale was shutdown so as to maintain public safety.
What we don't understand is why would people riot for American Apparel? Is it really that important to buy a T-Shirts in every colour of the rainbow? Now if Burberry or Jaeger were having a sample sale i could understand why people would riot. The sale continues today and extra security has been brought in to make sure there isn't a repeat of friday's chaos.
American Apparel has even tried to appease fans who came to the sale but were turned away after the sale was closed down. On the American Apparel blog they have said:
"we know that today was a disappointment and scary for many of you. For that, we are deeply sorry. Not only do we want to make it up to you, but we want to thank you for your dedication to our company. Below are several options for people who can't make the sale this weekend or just plain don't want to anymore. We hope that you can at least leave with a little something. Just enter the discount code at checkout from our UK webstore. "
