Legalize LA!

American apparel goes political, not only blurring the frontier between US and mexico, but also between politics and fashionable advertising!
A communication strategy based on true brand DNA and pure honesty, that gets an ultra ‘ROI efficient’ online word-of-mouth and free offline covering…

Under pressure from the toughest crackdown on illegal immigration in two decades, employers across the country are fighting back in state legislatures, the federal courts and city halls. Business groups have resisted measures that would revoke the licenses of employers of illegal immigrants. They are proposing alternatives that would revise federal rules for verifying the identity documents of new hires and would expand programs to bring legal immigrant laborers.

The New York Times
Julia Preston – July 6, 2008

‘Legalize LA’ is about recognizing, celebrating and embracing the diversity of Los Angeles, so essential to the city’s success. As one of the most economically and culturally vibrant urban centers in the world, L.A. is not only the capital of the entertainment industry, it is also home to one of the busiest ocean ports in the world, and it
remains the manufacturing hub of the United States.
Los Angeles also represents the largest concentration of immigrants in North America. With over 224 languages spoken in the city, over 50% of the population is foreign born. Immigrants include motivated factory workers as well as entrepreneurs and professionals. Add to their presence native-born Americans from all over the country, as well as native Californians, and it’s easy to see why Los Angeles is a city where dreams are often realized.

However, despite the fact that so many experts agree that the productivity and hard work of immigrants improves our economy, the issue has been grossly misrepresented by the media and certain politicians. Businesses are generally afraid to speak out because they’re frightened of reprisals by government agencies, but at American Apparel we have not been able to sit in the shadows while the facts get distorted.

Our dream for Los Angeles is that the over 1 million undocumented migrant workers who live here, and contribute to the city economically, culturally, and socially will have the opportunity to become legal residents of the city, and the United States.

Dov Charney
Founder, CEO, Creative Director of American Apparel

Bold. Efficient. Interesting. Engaging.
…Love it!