We thought everybody loved American Apparel

US T-shirt business, American Apparel, has built a brand based on it's larger-than-life CE Dov Cherney, racy ads, pro-American labour practices and heaps of magazine PR raving about a company that's different.

Then - just like that - everything goes wrong and people are stabbing them where is hurts.

First, it's leaked that the anti-sweatshop business is selling flip-flops made in Thailand and now, a rather unfortunate resignation letter has made it's way onto the Internet.

Here's the thing - American Apparel is such a weird business, it wouldn't surprise us if this wasn't some kind of viral promotional campaign the company thought up.

Check out the letter sent to the Consumerist (complete with typos and heaps of emotion) after the jump.

Previously: A new kind of CEO - Cherryflava

[letter posted here has since been removed]