In the mid-2000s, a new clothing brand emerged, capturing the attention of fashion enthusiasts and young adults across America. This brand, known for its provocative advertising and unique approach to retail, quickly became a cultural phenomenon. But as the brand quickly expands, the young employees begin to realise that American Apparel’s shiny surface is hiding a darker reality.
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00:00I was off work.
00:02It was probably 10 o'clock, 11 o'clock at night.
00:04My phone rang and it was Dove, the head of the whole company.
00:08He didn't say anything other than just, I hate you.
00:11And then he just hung up.
00:12That was like a regular day at American Apparel.
00:16Walking into American Bell felt different than walking
00:18into any other retailer.
00:20One of the big appeals was its antithesis to other brands.
00:24Everything was made in America.
00:26Nobody else was doing that.
00:28I run American Apparel in an instinctive manner.
00:31I try to break down all kinds of barriers.
00:33Actually, one of the slogans was,
00:36if you see someone shoplifting, let them know we're hiring.
00:41The company was expanding very quickly.
00:43Wow, I want to be a part of this.
00:45It was a fashion cult.
00:48I loved every second of it until I didn't.
00:54Dove doesn't understand the word no.
00:57You're not strong enough.
00:58Shame on you, little dog.
01:01He was crossing all kinds of lines and boundaries.
01:04Quit or submit, okay? Quit or submit.
01:07Are you kidding me?
01:10It was definitely an open secret that Dove was sleeping with the employees.
01:14The allegations that landed on my desk made me absolutely enraged.
01:20These claims happened over and over again.
01:24The heart wants what the heart wants.
01:26American Apparel was this iconic fireball.
01:30Figure it out.
01:31Things progressively got crazier and crazier.
01:34I'll probably be in therapy until the day that I die.
01:38What are you going to do?
01:41What are you going to do?
01:43What are you going to do?
01:48You