Amy Shark, Claw Machines & DIY Graffiti Shirts in a Cellblock: American Apparel® Is Officially Back
In Partnership with American Apparel®
On Friday night, fashion brand American Apparel® made its grand return to Australia with an unforgettable VIP relaunch party at Sydney’s Cell Block Theatre.
Image Credit: Christian Giles for Rolling Stone AU / NZ
The tree-lined courtyard inside the National Art School was the perfect setting for the indoor-outdoor event. The balmy spring evening kicked off with food, photos, and nostalgic arcade games, and was complete with live performances and a hands-on activation that brought the brand’s signature Los Angeles vibe to the heart of Darlinghurst.
Rolling Stone AU/NZ attended the event, to give an exclusive inside look at how it all went down.
Image Credit: Christian Giles for Rolling Stone AU / NZ
Live Performances by Aussie Favourites
The evening’s entertainment began with a high-energy DJ set from AJ Valero, who spun a mix of crowd-pleasers to get the party started inside the historic Darlinghurst venue.
At 8:30pm, the energy shifted as host Amberley Lobo introduced eight-time ARIA Award winner Amy Shark to the stage. Performing an acoustic set, she brought a different kind of magic to the evening with stripped-back, intimate versions of her hits “Adore,” “I Said Hi,” “Two Friends,” and “Beautiful Eyes.”
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“It’s a bit of a switch in gears,” Shark acknowledged, speaking to the audience against a backdrop of lights. “Thank you, American Apparel, for making me feel cool again.”
The party didn’t end there. Australian radio host and nostalgic DJ, Nina Las Vegas, took over the decks, bringing her signature electronic beats that kept the crowd dancing late into the night.
Image Credit: Christian Giles for Rolling Stone AU / NZ
Custom Tees, Claw Machines, and Street Eats
One of the highlights of the party was the custom t-shirt station. Guests lined up for a chance to create their own American Apparel® tee, spray-painting designs with the help of renowned graffiti artist Tim Phibs.
Image Credit: Christian Giles for Rolling Stone AU / NZ
Stencils of flaming skulls, roses, ace of spades and other motifs allowed everyone to transform classic basics into personalised pieces, truly capturing the event’s “One of One” theme. And for those looking to try their luck, a nostalgic claw machine offered the chance to take home more American Apparel® black and white tees.
In true American Apparel® fashion, the night also paid homage to the brand’s roots with classic American-style mini cheeseburgers, Philly cheesesteak sandwiches and fries served up from a food truck.
Image Credit: Christian Giles for Rolling Stone AU / NZ
Sydney’s Fashion and Music Scene Unite
American Apparel® attracted an eclectic mix of Sydney’s creative community. Musicians, influencers, producers, artists, and media came to celebrate the return of a brand that has long been part of the global fashion conversation.
Image Credit: Christian Giles for Rolling Stone AU / NZ
The stylish crowd brought their A-game, with outfits ranging from minimalist streetwear to bold, statement looks. The American Apparel® team handed out extra merch in goodie bags to the night’s best dressed.
As the clock ticked closer to midnight, guests spilled into the courtyard, gathering under the trees to chat, laugh, and enjoy a final drink beneath the stars. To immortalise the fun, a ring light camera floated around the crowd, so attendees could snap their selfies in the perfect glow.
Image Credit: Christian Giles for Rolling Stone AU / NZ
American Apparel® is Officially Back
It was a night that blended old-school American Apparel® cool with fresh energy, signalling the beginning of a new era for the brand in Australia.
It’s safe to say, American Apparel® is officially back. With a new streetwear basics collection, exciting collaborations, and events like this, the brand’s return is set to be iconic.
View the event image gallery here.
Head to americanapparel.com.au and explore the latest collection.
