Renars, a petty criminal, who trades Western goods to make some extra money, meets the love of his life, Tiina. Unfortunately, stepping on the wrong toes, he’s committed to a mental asylum, where he starts an underground business to manufacture counterfeit US cult jeans for his survival. He partners with the director of the asylum who makes a good profit out of this and in return promises Renars freedom. The jeans gain popularity among the Latvian youth and Renars becomes an anonymous underground legend. The KGB searches for the jeans tailoring shop all over the country. Eventually, they start to sniff around Renars and corner him, however, they can’t prove anything. The conflict between Renars and the KGB agent, Maris, extends beyond the jeans and criminal matters; it evolves into a clash of life philosophies and ideologies. Little by little, Renars becomes a real rebel, the jeans business is no longer about gaining his freedom but a form of protest.