In a week where the good ole boys at Disney were accused of exploiting sweatshop workers in China it is perhaps timely that tonight marks the Shoreditch debut of the worlds fastest growing fair trade brand.

American Apparel, the downtown LA-based clothing company owned by fanatical 70's porn star Dov Charney, has created an almost irresistible concept for today's hip consumer by making eco-friendly garments sexy.

While its provocative advertising images of young women in compromising poses have been criticised by some as being sexually exploitative, Charney and his co-workers in California (the company refuses to use Asian cheap labour) are certainly proving that eco-sleaze sells.

The Shoreditch store is AA's second London opening and while the move of global high-street brands onto prized Shoreditch turf is a major concern for some local boutique owners, American Apparel should receive credit for putting fair-trade issues high on the agenda of a fashion crowd that probably weren't too concerned before.

And to prove that AA - like their clothes - know how to strike the balance between hemp and hedonism, tonight's launch party promises to deliver art, pole dancers, beer and giveaways until the very small hours.

American Apparel, 123-125 Curtain Road, EC2
Three-round launch party tonight
I: AA Shop. 6-8 pm. Come here to get a beer cosy (free beer all night). 15% off everything in store.