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In the early 2000s, American Apparel becomes one of the United States' most successful fashion brands, known for its colourful casual clothing, ethical production and its sexually provocative advertising campaigns. For young staffers it's an exciting time; a chance to be part of a cult-like company revolutionising the fashion industry, and an opportunity to learn from American Apparel's charismatic CEO and founder, Dov Charney. But as the brand quickly expands, the young employees begin to realise that American Apparel's shiny surface is hiding a darker reality. Charney's chaotic management starts to hit the company's finances, and he is accused of sexual harassment by female employees. As problems mount and the company begins to implode, staff members are forced to come to terms with the toxic work environment Charney has created.