By  on May 23, 2019

American Apparel parent Gildan said it struck a deal with Live Nation that should give its basics brand a boost at some of the entertainment company’s music venues and festivals.

The deal is seen as deepening an existing working relationship between the two, in addition to bolstering American Apparel’s focus on the direct-to-consumer segment via its online channel. Plans to shelve a brick-and-mortar store in the near term were confirmed last month, although the company still maintains a lease on the building bearing the American Apparel name.

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