American Apparel Launches #whyvote Campaign To Mobilize Millennials During 2016 Election Season

LOS ANGELES, April 21, 2016 /PRNewswire/ -- Building on its heritage of fighting for "freedom of expression and equality for all," American Apparel, LLC announced #whyvote, a campaign to encourage consumers to take action – share visual content and vote – based on what matters to them. American Apparel kicked off the social media campaign, to be housed on Instagram, with a short film and social engagement platform on americanapparel.com/whyvote. The video depicts issues such as gender equality, domestic production, immigration reform and LGBT rights that are important to the brand and its consumers.

Now through May 30, 2016, consumers can post creative content, drawings, photographs and videos, using the hashtag #whyvote to their personal Instagram accounts. Three submissions will be selected and winners will receive a monetary prize, with the grand prize winner receiving $2,500 and a feature in upcoming American Apparel advertising.

"#Whyvote is inspired by American Apparel consumers – passionate individuals who address issues and drive change. American Apparel has always promoted authentic conversations about issues, and with election season upon us, #whyvote amplifies our consumers' voices, unites them into a bigger conversation and encourages them to cast their ballot," stated Cynthia Erland, SVP of Marketing for American Apparel.

12,000 people turn 18 every day¹. Millennials total more than 81 million² and represent 31% of eligible voters³. #Whyvote leverages American Apparel's platform and its community of artists and influencers to facilitate dialogue about important issues and drive increased voter participation among its millennial consumers.

To learn more about the campaign visit: Americanapparel.com/whyvote.

About American Apparel: American Apparel, LLC (the "Company") is a manufacturer, distributor, and retailer of branded fashion-basic apparel based in downtown Los Angeles, California. As of April 1st, 2016, the Company operated 202 retail stores in 19 countries including the United States and Canada. The Company also operates a global e-commerce site that serves over 50 countries worldwide at http://www.americanapparel.com. In addition, the Company operates a leading wholesale business that supplies high-quality T-shirts and other casual wear to distributors and screen printers.

i 2010 U.S. census

ii US Census Bureau – Millennials Outnumber Baby Boomers

iii Center for American Progress - The Demographic Evolution of the American Electorate

SOURCE American Apparel, LLC