Layoffs. Protests. Bankruptcy. Restructuring. Here’s how Paula Schneider is attempting to lead this infamous L.A. basics brand forward.
Everything seems normal as we approach American Apparel’s seven-story factory and corporate headquarters in downtown Los Angeles. I’m riding shotgun next to CEO Paula Schneider in her slightly worn electric Ford Fusion, ’80s music jamming quietly from the speakers. We park and enter the light and orderly American Apparel shop on the ground floor. As Schneider shows off some recent display changes, I notice that we’re the only ones in the store but don’t think much of it—it’s still only about 10:30 a.m. on a Friday, and the building isn’t located on a high-traffic street.
