In the July 10, 2006 edition of AdvertisingAge, Gavin O’Malley covers American Apparel’s planned launch of its first denim line this fall. Why is that such a big deal? Well, the line will debut in the virtual world, being tried on, bought and sold by virtual folks, in Second Life.

American Apparel is following the trend of other consumer- oriented brands, taking advantage of the opportunity to reach a special demographic.

So what about launching a PR campaign in this world? It will be interesting to see how the use of communications sources develops over the next year. Hint, hint.

If you’ve never visited Second Life, it’s a pretty cool, surreal environment where you can develop your character, travel, buy and develop property and meet other “characters.” Check it out.