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The LA based clothing company, American Apparel made news last week announcing the hiring of its first trangender spokesmodel, Isis King. The decision is not surprising – American Apparel, long known for its provocative advertisements and advocacy for undocumented immigrant labor, has earned a place in an exclusive fraternity of US brands regarded for their culturally edgy images. But, behind the facade lies a murky series of accusations of sexual harassment against CEO Dov Charney.

In her new book, Ethical Chic: The Inside Story of the Companies We Think We Love, author Fran Hawthorne examines the business practices of 6 seemingly forward thinking companies that promise ethical practices, and questions whether firms like American Apparel, Apple and Starbucks live up to their reputations. Hawthorne details the myriad ways in which such companies strive to distinguish themselves as environmentally aware and worker friendly while promoting constant consumption and fighting the unionization of their employees.

Ethical Chic, delves into the confusing and schizophrenic world of corporate ethics and attempts to decipher just what standards and methods should be used when judging a company’s dedication to progressive values. Hawthorne looks past the slick commercials and slogans to the complicated truth behind America’s hippest brands in their never ending quest for profit and prestige.

GUEST: Fran Hawthorne, award winning journalist, and author of several other books including Inside the FDA, Pension Dumping, and The Overloaded Liberal.