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American Apparel is the retail king of controversy. When Dov Charney was at the helm of the once-Canadian company, he was plagued with sexual harrassment allegations and he reportedly whipped it out in front of staff. But also, just the company’s marketing was met with major criticism, since it routinely featured young women naked, looking into the lens longingly as if to beckon sex. And sex isn’t bad. In fact, sex is super fun, but some people positioned these ads as exploitative, while others just thought showing pubic hair, butt cracks, nipples and vaginas was in seriously poor taste. But now, any disgruntled ad-seers will have to find something new to complain about, as American Apparel has erased all nipples and pubic hair from its website.

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In an interview with the New York Times, the newly minted chief of AA, Paula Schneider, had this to say about where the brand is going: “This is an edgy brand and it’s always going to be an edgy brand, and it’s about social commentary, it’s about gay rights, and it’s about immigration reform. It’s about the things millennials care about.”

It would seem, then, that millennials do not care about having nipples or pubic hair. Millennials, according to the newly photoshopped ads and product pages, are universally hairless beings who are not equipped to breastfeed children, should they desire to have them.

As for the men, they are also hairless. All but one, in fact. This fellow was permitted a small patch of hair on his chest, but no more than that.

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Welcome to the new (but you must not forget, still edgy) American Apparel.