American Apparel does nails for holiday

American Apparel is getting into the cosmetics business just as the holidays come knocking.

The company, known for its colorful T-shirts and other apparel worn by cool urbanites, announced the launch of Nail Lacquer – its first foray into cosmetics manufacturing.

The colors, which come in shades like “Hassid” (dark black) and “Downtown L.A” (red), will be initially sold exclusively in American Apparel Nails shops worldwide and online, and are priced at $6 per bottle.

“The range we’re in is about value — something that can stand the test of time (and season) so it’s worth the price we sell the goods for,” company spokesperson Ryan Holiday told Reuters.

American Apparel, which manufactures products at its Los Angeles factory and has made immigration reform a central theme of its corporate message, has had to let go of about 1,500 factory workers on immigration issues. It recently said it was seeing sales at stores pick up.

“Launching it at Christmas is a good time since we have a rush of old and new fans in the stores – people who might be looking for gifts Nails or something different to try,” Holiday said.