MONTREAL: Gildan Activewear Inc is spicing up its image with a bid for American Apparel Inc, the racy and embattled purveyor of jerseys and tights. If the tie-up succeeds, they’d be fashion’s new odd couple.
How odd? For an answer, look no further than the companies’ advertising strategies. American Apparel, which filed for bankruptcy protection this month, is known for crude and lewd ads featuring scantily clad teens and, more recently, for taking a stand on controversial social issues like gay marriage.
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