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The NSFW History of American Apparel's Ads

With more bad news for the company looming, we look back at the smut that was.

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Finger, Collar, Sleeve, Wrist, Shoulder, Elbow, Dress shirt, Joint, White, Uniform, pinterest
American Apparel

Update, 8/19/16: Despite declaring bankruptcy and ceding ownership to its former creditors, industry site Business of Fashion reports that American Apparel is still having a rough go of it. Sources familiar with the matter claim that investment bank Houlihan Lokey Inc. has been hired to explore a sale after the company failed to reverse a string of losses.

It's more bad news for a company that's dealt with a lot if over the course of the last year. So, just like we did when news of the bankruptcy first hit, let's take a look back at the glory days. The porny days. The whole NSFW history of American Apparel's egregiously over-sexualized advertising.

Original, 10/5/15: American Apparel's finances have been in a death spiral for a while now. The company lost $340 million in the last five years, and another $45 million this year, thanks in part to the fact that its core customers are more apt to buy a new gadget than a T-shirt. And aside from sitting on a massive amount of debt, it's been embroiled in numerous lawsuits, ousted and then battled its notoriously raunchy CEO Dov Charney in court, and was only able to bring about 20 percent of fall merchandise to stores due to a lack of funding. Things haven't looked good in a long time.

Which is why, today, it wasn't much of a surprise to see The New York Times report that American Apparel is declaring bankruptcy. Still, the company is down, not out: It'll keep its manufacturing center in Los Angeles and its 130 U.S. stores open. And, presumably, it'll still keep churning out advertising, though perhaps of a more subtle sort than its controversial, often-NSFW ads of days past.

So, on this dark day, we look back up the T&A-filled world of American Apparel and reflect. From the tame stuff of the mid '90s all the way up to the pornified fare of the last few years, here it is. Enjoy.

1995

Jewellery, Elbow, Chest, Neck, Muscle, Trunk, Sleeveless shirt, Abdomen, Waist, Active tank,
American Apparel

Not exactly sure about that headline, but, hey: It was a simpler, less porn-y time.

1999

Shoulder, Joint, White, Elbow, Undershirt, Chest, Neck, Sleeveless shirt, Muscle, Active tank,
American Apparel

Still tame, even by normal standards. (And especially by AA standards.)

2000

Finger, Shoulder, Elbow, Joint, Wrist, Undershirt, Chest, Neck, Waist, Muscle,
American Apparel

And here we are, at the top of the slippery slope.

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2001

Blue, Hairstyle, Sleeve, Skin, Shoulder, Joint, Elbow, Waist, Style, Black hair,
American Apparel

Still teetering. Haven't quite slipped yet.

2003

Lip, Cheek, Forehead, Facial expression, Tooth, Jaw, Organ, Teal, Aqua, Neck,
American Apparel

Starting to lose footing.

2004

Shoulder, Joint, Undergarment, Thigh, Plumbing fixture, Undergarment, Back, Lingerie, Briefs, Stomach,
American Apparel

And here it is. The start of the slide.

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2004

Human leg, Shoulder, Brassiere, Joint, White, Undergarment, Swimsuit bottom, Thigh, Lingerie, Trunk,
American Apparel

Moving faster now.

2005

Human, Hairstyle, Skin, Shoulder, Joint, Chest, Muscle, Thigh, Trunk, Neck,
American Apparel

Faster still (wearing nothing but socks).

2005

Facial hair, Skin, Human body, Joint, Chest, Trunk, Muscle, Beard, Thigh, Moustache,
American Apparel

"Hey, Glen. Do you plan to take this journey to the bottom with us?"

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2005

Hairstyle, Skin, Joint, Black hair, Muscle, Bangs, Beauty, Eyelash, Thigh, Wrist,
American Apparel

2005 was, apparently, the year of AA's butt obsession.

2006

Blue, Skin, Human leg, Joint, Thigh, Undergarment, Brassiere, Stomach, Abdomen, Muscle,
American Apparel

Oh, and 2006. Here's Exhibit A.

2006

Shoulder, Joint, Waist, Back, Thigh, Long hair, Abdomen, Hip, Tights, Undergarment,
American Apparel

And Exhibit B.

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2006

Skin, Human body, Shoulder, Elbow, Hand, Joint, Wrist, Waist, Muscle, Neck,
American Apparel

Also, nudity. At least her feet aren't cold. (Because we bet the rest of her is.)

2006

Arm, Finger, Shoulder, Elbow, Hand, Joint, Wrist, Bottle, Jaw, Drink,
American Apparel

"Hey, do you know Glen?"

2006

Arm, Skin, Elbow, Comfort, Fashion accessory, Wrist, Jewellery, Thigh, Flash photography, Model,
American Apparel

This sort of pseudo-candid, snapshot-style shot became a hallmark of AA's campaigns.

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2007

Skin, Human leg, Joint, White, Thigh, Undergarment, Knee, Muscle, Tan, Hip,
American Apparel

As did butts. Clearly.

2008

Elbow, Font, Knee, Wrist, Thigh, Exercise, Advertising, Physical fitness, Stretching, Active pants,
American Apparel

Compared to the rest? Not so bad, actually.

2008

Human leg, Elbow, Knee, Thigh, Muscle, Illustration, Foot, Ankle, Linens, Flesh,
American Apparel

But this one more than makes up for it.

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2008

Lip, Hairstyle, Skin, Shoulder, Joint, Chest, Brassiere, Eyelash, Undergarment, Jaw,
American Apparel

For a while there, AA started using actual porn stars in their ads. Here's one of them.

2009

Nose, Lip, Mouth, Skin, Chest, Eyelash, Trunk, Black hair, Abdomen, Muscle,
American Apparel

And here's another. (We warned you this was NSFW.)

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