The small village of Toritama is a microcosm of relentless capitalism. Each year, more than 20 million pairs of jeans are produced in make-shift factories. The locals work non-stop hours, proud to be the masters of their own time. During Carnival - the only leisure moment of the year - they transgress the logic of accumulation of goods, sell their belongings without regret and flee to the beaches in search of ephemeral happiness. When Ash Wednesday arrives, a new work cycle begins.