American Apparel is now crowdsourcing clothes

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American Apparel Launches On-Demand Delivery

American Apparel is trying something new to get people to shop there again: it's crowdsourcing clothes.

The retailer is letting small businesses and vendors pitch their products in 90-second videos for the chance to be sold at American Apparel, the company announced Wednesday.

The company is calling the project Made In.

"Cutting and sewing 100% of our garments in America is at the core of our DNA," American Apparel Senior Vice President of Marketing Cynthia Erland said in a statement. "We want to continue to support manufacturing in the US by giving small businesses the opportunity to thrive and succeed."

Take a look at different American Apparel stores:

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American Apparel is now crowdsourcing clothes
An American Apparel store logo is pictured on a building along the Lincoln Road Mall in Miami Beach, Florida March 17, 2016. REUTERS/Carlo Allegri
An American Apparel store logo is pictured on a building along the Lincoln Road Mall in Miami Beach, Florida March 17, 2016. REUTERS/Carlo Allegri
In this Friday, June 19, 2015 photo, American Apparel CEO Paula Schneider poses for a photo in Los Angeles. American Apparel is North Americaâs largest apparel manufacturer. (AP Photo/Damian Dovarganes)
This July 9, 2015 photo shows signage at the American Apparel store in the Shadyside neighborhood of Pittsburgh. (AP Photo/Keith Srakocic)
Passers-by walk past a sandwich-board sign advertising dog fashions in front of the American Apparel store in the Shadyside neighborhood of Pittsburgh on Wednesday, July 9, 2014. American Apparel Inc. has reached a preliminary deal with investment firm Standard General to receive $25 million in financing to bolster the clothing chainâs finances, according to a person close to the negotiations. (AP Photo/Keith Srakocic)
A man walks past the American Apparel headquarters in Los Angeles April 1, 2011. Clothing chain American Apparel, known for racy advertising and its founder's legal problems, may file for bankruptcy if it does not get enough money to keep running, and might even have to liquidate, the company said. REUTERS/Mario Anzuoni (UNITED STATES - Tags: BUSINESS)
A tag hangs of a piece clothing in the window of an American Apparel Inc. store in Chicago, Illinois, U.S., on Monday, Oct. 5, 2015. American Apparel Inc. bought itself time and relief when it filed for bankruptcy protection today, but there's still a long way to go if the struggling retailer is to pull itself out of a sales rut and win back shoppers. Photographer: Daniel Acker/Bloomberg via Getty Images
NEW YORK, NY - OCTOBER 05: The American Apparel logo is displayed outside of a store on October 5, 2015 in New York City. American Apparel has filed for Chapter 11 bankruptcy protection nearly a year after the ousting of founder and CEO Dov Charney. In its latest quarter, the youth driven clothing company reported a loss of $19.4 million. (Photo by Spencer Platt/Getty Images)
NEW YORK, NY - OCTOBER 05: The American Apparel logo is displayed outside of a store on October 5, 2015 in New York City. American Apparel has filed for Chapter 11 bankruptcy protection nearly a year after the ousting of founder and CEO Dov Charney. In its latest quarter, the youth driven clothing company reported a loss of $19.4 million. (Photo by Spencer Platt/Getty Images)
NEW YORK, NY - AUGUST 19: An American Apparel store is viewed on August 19, 2015 in New York City. The youth clothing retailer reported a net loss of $19.4 million for last quarter and has said it may go out of business in the near future. Blaming the closing of stores closing and a strong dollar, Los Angeles-based company said sales were down 17% last quarter. (Photo by Spencer Platt/Getty Images)
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There are stipulations to enter the running: the products have to be made in the United States, sell for less than $100, and vendors need to be able to ship 500 units to the company's distribution center within a 30-day period. Participants need to submit the video by June 17th.

The company claims this isn't a contest.

https://www.instagram.com/p/BDm007AHL7V/

American Apparel has made other efforts to improve its business.

A few months ago, the company launched a partnership with Postmates for rapid delivery. While that effort appeared to be more about keeping up with the demands of today's consumers, the Made In project seems to be about cementing American Apparel's identity.

The company has been coming off of some tough times.

The retailer filed for Chapter 11 bankruptcy in October, though a US Bankruptcy Court judged had approved a plan to reorganize, the Los Angeles Times reported in January.

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American Apparel is now crowdsourcing clothes

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2. Victoria's Secret

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1. Nike

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