• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock

2

‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion

3

'Dr. Doom' Nouriel Roubini says we're headed for universal basic income or 'some form of socialism' as AI revolutionizes work—He calls that optimistic

1

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock

2

‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion

3

'Dr. Doom' Nouriel Roubini says we're headed for universal basic income or 'some form of socialism' as AI revolutionizes work—He calls that optimistic
MPWMost Powerful Women

Ex-American Apparel CEO Seeks to Leave the Death Threats Behind in New Job

Phil Wahba
By
Phil Wahba
Phil Wahba
Senior Writer
Down Arrow Button Icon
Phil Wahba
By
Phil Wahba
Phil Wahba
Senior Writer
Down Arrow Button Icon
October 18, 2016, 7:51 PM ET
Add Fortune on Google for similar content.

As CEO of American Apparel, Paula Schneider had to fix a retailer bleeding money and steer it through a restructuring under bankruptcy protection. And that wasn’t the worst of it.

The executive also had to fend off death threats, see a piñata with her likeness get beaten to smithereens in American Apparel’s parking lot, and contend with dozens of lawsuits lobbed by American Apparel’s founder and ousted CEO Dov Charney.

Now, in her newly announced job as CEO of DG Premium Brands, whose brands include 7 For All Mankind, Splendid and Ella Moss, and which is a unit of Israeli-based Delta Galil Industries, Schneider is looking forward to guiding that business through the challenging apparel market in what will nonetheless be a comparatively drama-free job. (Galil bought these businesses in June from VF Corp (VFC), the parent company of The North Face and Vans.)

“I don’t have a bodyguard here so it’s already better,” Schneider quipped at the Fortune Most Powerful Women Summit on Tuesday.

Schneider stepped down from American Apparel last month because the sale process of the struggling retailer was impeding her efforts, according to Women’s Wear Daily.

Sign up: Click here to subscribe to the Broadsheet, Fortune’s daily newsletter on the world’s most powerful women.

Earlier in her career, before taking the reins at American Apparel, Schneider headed several retail brands including BCBG Max Azria, Laundry by Shelli Segal, and Warnaco, the major swimwear brand she restructured.

Schneider was hired by American Apparel’s board in January 2015, soon after it fired Charney, to restore order to the chaotic company. The board had suspended him from the CEO role the preceding June. While he was chief, Charney faced repeated accusations of sexual harassment from store employees, though he has said that he was not forced out of the company for that reason. (The company’s board of directors said at the time the ouster “grew out of an ongoing investigation into alleged misconduct.”)

“The board was looking for a woman who could be the antacid to the acid,” Schneider said. The retail veteran was attempting to rescue an iconic but imperiled company that had lost hundreds of millions of dollars in the five preceding years and not turned a profit since 2009. The company filed for bankruptcy just over a year ago to clean up its finances and start with a new slate.

But from the get-go, some employees and former employees were seeking to undermine her, Schneider said. In addition to the piñata incident and the threats, Schneider says once got a picture of a corpse that looked very much like her.

“It was a t-shirt company and I had death threats. I mean, really, ” Schneider said.

She was also trying to orchestrate a turnaround plan that focused on reducing store count, cutting jobs, and playing down the extremely racy ads that had been a hallmark of American Apparel for years. Though she’s not at the company anymore, Schneider said she’s heard that her plan is starting to work.

Still, her time at American Apparel was not without its fun. Schneider, an unabashed Hillary Clinton supporter, took particular delight in ordering up “Make America Gay Again” hats that riffed off of Republican candidate Donald Trump’s “Make America Great Again” slogan, and filling the windows of the American Apparel store in Trump Plaza with the hats, to what she described as her general counsel’s consternation.

“It was great fun for me,” Schneider recalled. “Hey, I had a piñata, at least I could have that.”

 

About the Author
Phil Wahba
By Phil WahbaSenior Writer
LinkedIn iconTwitter icon

Phil Wahba is a senior writer at Fortune primarily focused on leadership coverage, with a prior focus on retail.

See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in MPW

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in MPW

Anthea Hartig, Director of the National Museum of American History, looks to her left at a House Committee.
PoliticsWhite House
Smithsonian director derides a White House report branding the museum as ‘woke’
By The Associated Press and Steven SloanJuly 21, 2026
4 hours ago
Cleveland’s WNBA team doesn’t play until 2028 but Progressive just scored jersey sponsorship
SuccessSports
Cleveland’s WNBA team doesn’t play until 2028 but Progressive just scored jersey sponsorship
By Joe Reedy and The Associated PressJuly 21, 2026
4 hours ago
jd
PoliticsWhite House
JD Vance becomes first sitting vice president to welcome a child in office in over 150 years
By Darlene Superville and The Associated PressJuly 20, 2026
2 days ago
Backed by Daymond John and Post Malone, this Afghan-born founder built a $150M brand. Her real mission: the women back home
Successfemale founders
Backed by Daymond John and Post Malone, this Afghan-born founder built a $150M brand. Her real mission: the women back home
By Sydney LakeJuly 20, 2026
2 days ago
t
PoliticsWhite House
Analysis: Trump approves 80% of GOP disaster aid — and 60% for Democrats
By David A. Lieb, M.K. Wildeman and The Associated PressJuly 16, 2026
6 days ago
ruemmler
PoliticsCongress
House Epstein probe calls ‘Uncle Jeffrey’ email author Kathryn Ruemmler, former Obama White House counsel and Goldman Sachs banker
By Joey Cappelletti and The Associated PressJuly 15, 2026
7 days ago

Most Popular

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock
Success
Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock
By Sasha RogelbergJuly 20, 2026
1 day ago
‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion
Success
‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion
By Sydney LakeJuly 20, 2026
1 day ago
'Dr. Doom' Nouriel Roubini says we're headed for universal basic income or 'some form of socialism' as AI revolutionizes work—He calls that optimistic
AI
'Dr. Doom' Nouriel Roubini says we're headed for universal basic income or 'some form of socialism' as AI revolutionizes work—He calls that optimistic
By Jason MaJuly 18, 2026
3 days ago
OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation
Cybersecurity
OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation
By Jeremy Kahn and Emily ForliniJuly 21, 2026
6 hours ago
Jamie Dimon won't put more of his own money into the long end of the bond market right now—thanks to the $39 trillion national debt
Economy
Jamie Dimon won't put more of his own money into the long end of the bond market right now—thanks to the $39 trillion national debt
By Eleanor PringleJuly 21, 2026
15 hours ago
Current price of oil as of July 21, 2026
Personal Finance
Current price of oil as of July 21, 2026
By Joseph HostetlerJuly 21, 2026
15 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.