American Apparel to Open in Second Life

American Apparel opens outlet in the virtual world of Second Life

Popular Second Life architect and content-creator Aimee Weber of in-world brand *PREEN* sends news that she’s just designed and built an in-world showroom for real-world fashion brand American Apparel. The store, located on a private island in Second Life, is set to open as soon as this weekend. The news has SL residents considering what it means that the first real-world fashion brand has made an entrance to Second Life. Fashion is one of the virtual world’s biggest industries, and the fashion business in SL is extremely competitive. So it’s not a surprise that the first real-world retail brand to set up shop in SL is a fashion retailer.

The fashions themselves are patterned after American Apparel’s real-world clothes, and were designed by several designers, including Aimee, though she wouldn’t say who else was involved. The clothing will be priced “high-priced reasonable” compared to other SL fashions, Aimee says. No comment either on where the revenue from clothing sales will go — which leads me to believe it will go to the designers as part of their compensation. Notably for Aimee, who herself has become a wildly popular brand in Second Life, the project is not one from a virtual world services company like Millions of Us, whom Aimee has worked with before, but was generated when an American Apparel marketing rep approached her about establishing a presence in SL.

In many ways, American Apparel is the perfect fashion retailer for Second Life. Though the company’s bright colors and somewhat revealing styles can’t compete with the fantstic creations and truly skimpy stuff that SL residents often favor, the sexual adventures of American Apparel CEO Dov Charney are very much in keeping with Second Life’s culture — where almost one-third of commercial activity on the Grid is devoted to sexual pursuits, according to some of Linden Lab‘s own estimates.

The build itself looks handsome in early screenshots. According to Aimee, its boxlike structure is based on the American Apparel store in Tokyo, by the company’s request. One unusual feature of the site is that the lighting is scripted to change when virtual darkness falls across the land (which happens every six hours or so in SL, if I remember correctly).

American Apparel opens outlet in the virtual world of Second Life

American Apparel opens outlet in the virtual world of Second Life

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  • Comments (12)
  1. Awesome! There’s an American Apparel three blocks from my apartment in Brooklyn and I admit being a sucker for some of their stuff–I have a bunch of their colored t-shirts and thermals. Have to go here now and deck out my av :).

    BTW I’ve always thought of American Apparel as a “Second Lifey” company, so this is really cool to see. They’ve got a, shall we say, interesting corporate attitude. Check out these videos on their business and culture and if you’re familiar with Linden Lab tell me something doesn’t feel similar, even just the spirit of doing something new, differently, with a vision. Replace “outsourcing” with “user-created content” and “America” with “Metaverse” lol. Totally not 1:1 but you’ll see what I mean. It’s interesting.

    • Prokofy Neva
    • June 15th, 2006

    This is interesting, Walker, let’s see if it plays in Peoria.

    “Wildly popular”? That really is over the top. Popular — but promoted heavily by Lindens, mainly, and ex-Lindens. Traffic is in the area of 3000 — even with special ads on Hamlet’s blog and half-price sales, it only goes up to like 5000. Check out many other prominent designers in SL and see figures more like 20,000. And sales? How can we tell? what are your metrics for measuring “popular”? what the Lindens put on their website? But that’s just Bub.

    • Maxx Monde
    • June 16th, 2006

    Aimee is really coming into her own with this build, its tight and well executed. Top-notch work. Whether it will ‘play in peoria’ is a moot point. The fundamental driver here is corporate interest in Secondlife, which isn’t going away.

    Aimee is a premiere builder who deserves these contract jobs – I’m quite sure we’ll see a lot more from her in the future.

    Puts a pall on the simple brain-dead landswapping that people seem to glorify — some real creativity was needed to pull this off.

    Aimee is a stellar example of someone who can design and build – which is rare in SL.

    • Prokofy Neva
    • June 16th, 2006

    Maxx, it’s a box. To be sure, a box with baked texturs, but a box. If anybody else had made this box, you’d not be circling the wagons like this.

    I’m not aware of any “brain-dead landswapping” being glorified in SL. Where do you see it being glorified? I don’t. I see more and more architects putting really “tight and well-executed” builds on land and selling land and homes together.

    Have you done that?

    Prok

    • Maxx Monde
    • June 16th, 2006

    I understand your proclivity towards deconstructionism and the usual attacks prevent you from praising any kind of creative effort, so lets just agree you’ve got no basis from which to judge, since I’m pretty sure you’ve never built anything quite as involved, if ever.

    As for land, it takes effort, not creativity.

  2. Prokovy,

    I own a media brokerage in RL and an advertising agency. Your comment about Aimee Weber not being wildly popular….I measure popularity by name recognition…Being in “RL” I know who Aimee Weber is…In fact that is why my company sought her out to build the American Apparel Store in SL…..who are you again?

    -Wes Keltner
    CEO
    The Ad Option

    • Prokofy Neva
    • June 17th, 2006

    Maxx,

    You know, it has to be said. What have you done in SL *lately*. I mean, even Lordfly ocasionally gets off college or the forums and makes a house on commission. What have YOU done inworld?

    Making rental communities does involve creativity. And I am not an architect or builder or designer, so this is done on an amateur level. Fortunately, I have professionals I can hire, or I can buy their prefabs. And if none of this is at the aesthetic level you wish, that’s more than fine, as it takes many levels within a world to make it free.

    >Prokovy,

    >I own a media brokerage in RL and an advertising agency. Your comment about Aimee Weber not being wildly popular….I measure popularity by name recognition…Being in “RL” I know who Aimee Weber is…In fact that is why my company sought her out to build the American Apparel Store in SL…..who are you again?

    >-Wes Keltner
    CEO
    The Ad Option

    Hi, Wes. Um…Who are you again? CEO of what? I’ve never heard of you or your company. But the Internet is a big place. American Apparel isn’t exactly a household world on the cover of Vogue, either, it’s associated with t-shirts in Brooklyn and sexually vulgar scandals. Is that something to be proud of? I guess. Aimee Weber only has name recognition because the Lindens saw fit to promote her to the RL media, and that ensured that people like you picked up her name from googling or browsing through articles.

    Popularity can be faked and artificially promoted but…can it last? There are other designers and venues in SL and RL that have more long-term durability, as you’ll see.

    Well, how can I put it? I’m glad you found each other : )

    • Prokofy Neva
    • June 17th, 2006

    BTW, I’m CEO of Ravenglass Rentals. I’m also chief cook and bottle washer, too.

    I see you’re a recent graduate.
    http://www.bizlex.com/story.php?id=658

    “Third place

    Ad Option conducts product placement campaigns within video games by leveraging the student founders’ personal contacts in the game industry, which he developed as an editor for an online gaming journal. Wes Keltner and Robbie Hobbs.”

    Congratulations on winning the contest!

    There, now that’ve gotten properly acquainted and know who’s who, let me suggest as a highly seasoned video game CEO entrepreneur myself, that you…get out more!

    • Schwartz G
    • June 17th, 2006

    Shorter Prok:

    Youth sucks! College is for nerds (except me)! American Apparel? I only shop at Dress Barn, thank you very much!!

  3. big up wes!

    do it up and get with this kid. he is a billionaire in the making.

    profkofy or what ever, don’t be scared. it will all be okay…

    :)

    • Ronnie “Robbie” Hobbs
    • June 19th, 2006

    Prokofy,

    “There, now that’ve gotten properly acquainted and know who’s who, let me suggest as a highly seasoned video game CEO entrepreneur myself, that you…get out more!”

    That’s pretty funny. Especially coming from a person whose online bio reads, “I live and work in Second Life.” Just the fact that you’re notorious for your “attitude” in multiple online worlds…not to mention being banned from multiple forums as well is pretty laughable. How much time do you really have to spend on the message boards before you get banned? And you’re telling Wes to “get out more”? Classic! How about getting a “1st Life” sweetie?

    Oh, and before you make a mad dash towards the Google bar, or to the nearest message board, don’t bother. I work mostly in print, and judging by your ability to spend any time in the “real world”, you’ll likely never find me. My name is Ronnie btw…not Robbie.

    Late

  4. I’d really rather not have to close this comments thread yet, since this post doesn’t draw a lot of spam, but I fear that’s what I’m going to have to do if you kids don’t stop insulting each other. This blog is a news source, it’s not a venue for personal beefs. Okay? Thanks.

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