American Attire’s billboards have been onerous to overlook when traversing Los Angeles within the 2000s. The ever present adverts for the L.A.-based clothes firm featured gritty, amateurish images of seemingly unusual younger ladies, posed suggestively, in numerous states of undress. As for the clothes, there wasn’t a lot of it. A tube sock right here, a thong there. American Attire’s attire clearly wasn’t the draw.
The underage look of the fashions was disturbing however not totally stunning given the controversial Calvin Klein adverts over earlier many years, and by the yr 2000, Britney Spears’ schoolgirl-meets-stripper-pole routine in her “Oops! … I Did it Again” video was well-liked with tweens and mothers alike. But there was one thing in regards to the voyeuristic, predatory nature of American Enchantment’s advert marketing campaign that felt completely different, worse, past exploitative.
“Trainwreck: The Cult of American Apparel,” a documentary now streaming on Netflix, explains why these billboards felt extra like prison proof than attractive adverts. The 54-minute movie breaks down what was occurring on the opposite aspect of the digital camera on the firm, led by problematic founder and CEO Dov Charney, and there’s nothing hip or modern in regards to the abuse chronicled in it, which options footage, analysis and firsthand accounts from former staff.
Dov Charney based American Attire and was its CEO till he was fired after allegations of misconduct.
(Netflix)
The doc is a part of a Netflix collection that touches on messy, disastrous occasions, manufacturers and other people such because the Balloon Boy scandal and the so-called Poop Cruise. Excessive-end stuff it’s not, and this installment of the collection isn’t nuanced or lengthy sufficient to be an in-depth exploration of a troubled firm and its risky founder. It does, nevertheless, lay naked an abusive tradition at American Attire and the way Charney — who shot lots of the adverts himself — turned his personal alleged regressions right into a wildly profitable branding marketing campaign.
The documentary tracks the rise and fall of American Attire and its CEO from the corporate’s inception in 1989 to it turning into one of many largest garment producers in the US till its chapter in 2015. Reimagining plain sweatshirts and different wardrobe fundamentals as hip options to blingy denims and gawdy UGG boots, the L.A.-made clothes was promoted as “Ethically Made — Sweatshop Free.” It later garnered the unofficial title of indie sleaze, simply in time to resonate throughout a brand new factor referred to as social media.
Charney is seen in motion by reams of footage captured by staff and others in his orbit. Former staff inform their tales, recalling how they have been employed or superior into administration positions regardless of having no expertise. One recollects how new hires on the firm obtained a welcome present field that included a vibrator, a guide by Robert Greene titled “The 48 Laws of Power,” a Leica digital camera and a Blackberry so Charney may contact them 24/7. They have been additionally requested to signal nondisclosure agreements which might later make it troublesome to carry Charney accountable for alleged misconduct.
EJ and Jonny are among the many former American Attire staff interviewed within the documentary. (Netflix)
Footage exhibits Charney as a wiry, supercharged determine who steadily berated his workers as “losers” and worse. He housed chosen staff at his Silver Lake mansion, the Garbutt Home, they usually included a gaggle of younger ladies whose roles appeared to be as surrogates and enforcers for Charney — staff referred to them as Dov’s Women. Then in his 40s, he’s proven verbally accosting younger staff, a few of whom have been youngsters on the time. No less than one clip captures him parading round bare in entrance of two feminine staff.
Charney didn’t disappear after his fall from grace. He based one other clothes producer, Los Angeles Attire, and he reportedly works on Yeezy, the style model created by Ye, the rapper previously generally known as Kanye West. Rolling Stone reported that Charney printed West’s controversial “White Lives Matter” T-shirt.
As for American Attire, it was purchased by a Canadian clothes firm that relaunched the model shortly earlier than the pandemic. The garments are not made in L.A., however curiously, the indie sleaze billboard marketing campaign has returned to town. It’s disturbing in a throwback form of approach, pointing to a time when pedo-marketing was king, and the creepy of us behind the adverts have been heralded as advertising and marketing geniuses.
