Panic on the streets of London - Welcome to American Apparel Psycho !

It was Easter Friday, a glorious sunny day, all of London was fast asleep or enjoying a lengthy breakfast on a rare day off work.

All of London that is, except the crowd of over 2,000 American Apparel fans that took it upon themselves to make the pilgrimage to a warehouse at 81 Brick Lane.

As soon as you got off the tube at Liverpool Street Station you could sense the panic in the air, the fear that gripped the hordes of teenagers and students who worried they wouldn’t get their hands on the promised goods; discounted by up to 85% and with starting prices of as little as £1. Some of which even took to running all the way from the station to the sale.

Although the vast crowds of fashionistas stayed true to the traditional English rule of forming an orderly queue and not complaining, a rather large and particularly impatient crowd formed outside the entrance to the sale.

GoSee was there too, ready to get in on some bargain hunting action. The doors opened briefly at around 10:15, just after the official start time, but only to be quickly pulled shut again due to the chaotic desperation many American Apparel enthusiasts displayed at trying to push to get to the door.

Police were called, who in turn called more police as they soon realised that they could not console the crowd of early morning bargain hunters with promises of the sale closing and perhaps opening the next day.

Tension escalated and a small group of particularly angry rummagers vented their anger of not being able to spend their money on discount price goods with physical force against the police.

GoSee was there to capture the fashion panic on the streets of London, see for yourselves in the evidence attached.