It grew to a $US100 million fashion etailer with more than 350 employees in just eight years.
Now Nasty Gal has confirmed speculation it is filing for bankruptcy.
Speaking at an event in Sydney this morning, founder Sophia Amoruso confirmed the business is seeking Chapter 11 protection to restructure.
"It's actually the most responsible thing to do right now," she told audiences at a Business Chicks conference. "Which is just a bonkers thing to consider."
Amoruso believed a sale of business would be a likely outcome of the proceeding.
"What happened yesterday actually allows us to continue operating and to provide some relief and a moment of pause as we get out of things."
Nasty Gal commenced as a vintage reseller on eBay.
At its height, the eCommerce platform attracted $100 million in sales, customers in over 150 countries, and two brick and mortar stores.