STYLE

American Apparel Founder Dov Charney Launching New Fashion Brand

02/03/2016 12:54 EST | Updated 02/03/2016 12:59 EST

(Relaxnews) - American Apparel founder Dov Charney is making a return to fashion retail with the launch of a new label.

The former CEO of the label is working with group president of Hagan Capital Group Chad Hagan on a new company, reports WWD.

The brand, which will focus on basics for men and women and be entirely US based, sounds remarkably similar to American Apparel, from which Charney was fired in 2014.

"What's important to us now is we're able to form this new venture and put Dov at the helm and we're going to do basics again," Hagan told WWD. "We don't want to just start with some funny, online brand. We're going to do what Dov does best and then establish a robust e-commerce system. But we will not be debuting just as an online retailer."

According to Fashionista, a spokesperson at American Apparel was made aware of these plans and responded that ​"the company remains focused on its financial restructuring."

So far, there is no word on the brand's name or when it will officially launch.

With files from Madelyn Chung.

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