After resurrecting the American Apparel brand for online shopping in the U.S. last August, Montreal-based Gildan Activewear (asi/56842) is relaunching the iconic product line for global markets.

American Apparel clothing will be available through a digital store at www.global.americanapparel.com starting Tuesday, April 24. The new collections feature traditional American Apparel styles, but are now available across a more inclusive range of sizes and fits. Styles include T-shirts in a rainbow of sun-soaked colorways, disco pants, high-waist jeans, bodysuits, metallic leggings, unisex hoodies and fisherman pullovers.

As part of the relaunch, Gildan has orchestrated a “Back To Basics” marketing campaign, showcasing male and female models aged 21-plus, all cast via American Apparel’s social media channels. The campaign aims to play off the brand’s commitment to authenticity, relying upon unretouched photography, natural settings and everyday people as models. Diversity is also an important element, as a plethora of body types, ethnicities and ages will be spotlighted, Gildan says.

With 2017 being a transition year as Gildan worked to overcome a variety of challenges such as high inventory levels, “2018 is when you’re really going to see the added value that Gildan will bring to the brand,” Garry Bell, Gildan’s VP of Corporate Marketing/Communications, told Counselor last year.

In 2017, Gildan purchased American Apparel – which filed for bankruptcy in 2016 – for $88 million. Gildan’s acquisition did not include American Apparel’s retail stores or its distribution center, production facilities or Los Angeles headquarters. All of the brand’s retail stores have since been closed.