Seriously Dov?

Words by

Tara Smith

They say that imitation is the sincerest form of flattery but we’re still not sure how to take the news of Dov Charney’s latest venture.

As the disgraced former CEO of American Apparel, Charney has made numerous bids to get back in to the company he founded, failing miserably.

According to WWD, his latest attempt is to start a ‘new’ company, which sounds a hell of a lot like his old one.

The ‘all new’ company will make basics for men and women, focusing on wholesaling, with everything made in the U.S.

Sound familiar? Uh der, that's because it is.

President of the investment firm backing the venture, Chad Hagan, told WWD: "What's important to us now is we're able to form this new venture and put Dov at the helm and we're going to do basics again. 

"We don't want to just start with some funny, online brand. We're going to do what Dov does best and then establish a robust e-commerce system."