American Apparel LLC, Los Angeles, will be the first real-world store to open a virtual store in the online game Second Life, according to Women's Wear Daily. American Apparel, a T-shirt company known for paying its U.S. factory workers high wages, will feature 20 familiar branded items in its virtual store, including the women's jersey polo dress. Women's Wear Daily reports that the company will charge a token sum of about $1 per item and Raz Schionning, the director of Web services for American Apparel, said it's not about the money. The company's content adviser, Matthew Swenson, said it's more of a testing ground and form of advertising. The virtual store may even include a virtual Don Charney, the company's founder. "We'll see if he can make an appearance," Schionning said.