​American Apparel® Brings the Heat to SXSW Sydney 2024 at Rolling Stone House

When SXSW Sydney 2024 kicked off, one place quickly became the heart of the action: UTS Underground. Over three electric days (16–18 October), this iconic venue was buzzing with energy, drawing crowds for both its live performances and standout activations. Among the most talked about? American Apparel®'s dynamic pop-up experience.

While attendees vibed to the sounds of Hockey Dad, The Buoys, and more, the American Apparel® T-shirt printing station became a major highlight. This activation allowed visitors to create their very own custom tees, featuring vintage tattoo-inspired designs from renowned artist Tim Travers. Everyone could deck out their shirts with both front and back prints, ensuring each piece was a unique keepsake of their time at SXSW. But the excitement didn’t stop there. Our claw machine, loaded with incredible American Apparel® tees, kept the crowd hooked and coming back for more.

For years, American Apparel® has been known for leaving a lasting impact, and this event was no different. From our iconic tees to bold, interactive activations, we’ve always focused on creating memorable experiences. Our dedication to high-quality basics, ethically produced clothing, and fostering a sense of community took centre stage, showcasing the core values that continue to define who we are.

Our presence at SXSW Sydney 2024 was about more than just a pop-up experience. As an official sponsor, we proudly outfitted event staff and volunteers. Plus, we took our commitment a step further by sponsoring the official Big Bag 2024, providing attendees with the ultimate event essential.

Whether through custom T-shirts, exclusive merch, or outfitting the team behind the event, we’re proud to have been part of something unforgettable. And as we look ahead, we’ll keep bringing that same energy, creativity, and dedication to every opportunity.