American Apparel is apparently bringing a “touring rummage sale” to various cities across the world, and recently a London American Apparel announced it would host this popular sale. When the store was about to open at Brick Lane, chaos ensued after 2,000 bargain hunters descended on the area.
In a video posted above, police officers clash with citizens who jump on cars and assault the officers. According to a local London paper, “as patient shoppers queued along Brick Lane and down Hanbury Street, a group of people were said to have rushed the doors, causing panic.”
The video shows several people being restrained by officers, and one apparently headlocks an officer before he is pulled off him. You can hear screaming and cheering from the crowd.
American Apparel decided to cancel the sale during the day of the riot. The company responded to the incident, writing: In our many rummage sales, we’ve never witnessed anything like it and are disappointed and sorry that it happened. Fortunately we were able to work out an urgent arrangement for extra security that allowed us to continue to run the rummage sale as planned over the weekend and Monday.
The sale went ahead as planned on Monday, but the company supplied the store with more security officers. There have been no reports of any follow-up riots.
The news of this clash is another blow to American Apparel this year. In March, it reported fourth-quarter profit fell 21 percent. BusinessWeek reports American Apparel expects “sales in stores open at least a year to decline about 10 percent for the period.”
The company led by the controversial Dov Charney also sponsored a Price is Right gift. American Apparel may be trying to reach an older audience than its young demographic, considering Price is Right is often viewed by older people watching television during the day.
