Despite the fact that it sells unadorned cotton basics, American Apparel has created an instantly recognizable clothing brand. Gritty, provocative photography makes the simplest items feel sexy, and American Apparel has used the technique to establish a youthful, "nothing to hide" reputation for the company. Method helped American Apparel showcase its trademark photography with a unique photo player created for the home page of the company's website. After loading, the wide-screen player quickly flips through photographs. Then, when selected, a transparent interface appears, based on a metaphor familiar to the site's youthful audience. Viewers are invited to select a disc from a series ranged across the top of the screen to call up a new set of images, much as a disk jockey might choose a new track for a mix. Bold "play" controls across the bottom offer more ways to move through the imagery - or access the online store. The result: another way to experience American Apparel's signature clothing and style, in an interaction wholly in tune with its brand and audience.