Grindy Malone desperately wants in on the New York fashion scene and lands a job at Manhattan designer, Poncho Ramirez, just as the famous fashion house"s fortunes are dipping. Ronnie Grossman is Poncho Ramirez"s CEO and the man responsible for ensuring the brands continued success during these difficult times. Ira Gold is the founder of Romeo Jeans- a sleazy operator who is looking to beef up his sales lines and takes direct aim at the struggling Poncho Ramirez brand. Feeling like he has no other choice, Ronnie strikes a pact with the devil Ira to handle the hot new line of designer jeans that Poncho has developed thanks to new wonder girl Grindy. Things take off beyong their wildest dreams and now the only goal on everyone"s mind is to cash out but suppliers can"t meet demand suddenly everyone is watching their potential fortunes evaporate. Desperate to save their dream, Grindy and Ira decide on the risky strategy of patching the Poncho Ramirez logo onto no-name jeans.