American Apparel's overly sexualized work environment.

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American Apparel (AA) is an edgy, progressive clothes emporium known for its snug-fitting, logo-free T-shirts, underwear, and casual clothes. American Apparel founder Dov Charney, may be the most controversial aspect of the company.

There were five cases in five years filed about Charney’s behavior. In 2008, a former employee sued Charney for sexual harrassment. Specifically, the former AA employee charged that Charney barged into her office shouting obscenities and physical threats and simulating sexual acts. In addition in 2005, another employee claimed Charney once greeted her wearing one of their socks draped over his genitals.

This type of behavior might ultimately hurt AA. But, for right now, it’s just making American Apparel that much more hip and trendy. From a Public Relations standpoint, this type of behavior makes my stomach do a flip. But the company has positioned itself as controversial, and perhaps that’s why it’s popular with celebrities.

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In the fashion world, things got out of style faster than other types of retail. AA has found a way to connect with consumers, and by working in non-traditional ways. For example, the company selects clothing models with physical imperfections and enhances them, rather than covering them up with Photoshop. Where as the majority of retailers, wouldn’t even consider publishing a photo of a model without at least some teeth whitening.

It’s a hard thing to do though, because AA is dependent on remaining controversial and unique. This rogue brand persona might soon go out of style. I don’t think that being controversial is just a fad. Controversial companies, people, and products will probably always be a hot topic and in that sense American Apparel has found a way to be controversial without offending their consumers. If they can continue to do so, then these types of antics might not be hurtful to the company.

What I do see as an issue here is Charney’s blatant disregard for sexual harassment in the workplace. Although the American public enjoys a bit of bad-boy never-follows-the-rules charm, sexual harassment is a serious charge. The CEO needs to find a way to remain controversial without causing emotional harm to his employees. If he continues to harass those who work for his company, it will surely fail.