If you are a Millenial who went into a mall growing up, the clothing store Abercrombie and Fitch was iconic. From the blasting music at the front of the store to the shirtless models, and even their signature scent. Everyone knew A&F, and everyone wanted to wear it.
The brand was led by CEO Mike Jeffries, and the A&F brand cashed in on the “all-American” image and became the must-have brand of the late ‘90s to early ‘00s. I’m not 100% certain, but I believe they were the first, if not one of the first, brands to create super low-rise jeans creating self-esteem issues in every young girl. I still have nightmares about them.
However, over time, with revelations about exclusionary marketing and discriminatory hiring practices, the brand found itself in a huge scandal. Now, Netflix Is bringing us a documentary explaining it all!
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Here is the official Netflix synopsis
In the late ‘90s and early ‘00s, Abercrombie & Fitch was the first stop for many shoppers on their trip to the mall. Shirtless jocks stood guard at store entrances, selling a potent mix of sex and wholesomeness. Pulsing dance beats and the brand’s fierce scent drew in hordes of young people hoping to buy themselves a seat at the cool kids’ table. Led by outspoken CEO Mike Jeffries, A&F cashed in on an “all-American” image and enshrined its clothes as must-haves for the new Millenium. But over time, revelations of exclusionary marketing and discriminatory hiring practices began to engulf the white-hot brand in scandal. Featuring interviews with dozens of former employees, executives, and models, WHITE HOT: THE RISE & FALL OF ABERCROMBIE & FITCH unravels the complex history of the iconic brand that influenced an entire generation.
The documentary is directed and produced by Alison Klayman. And Executive Produced by Matt Ippolito, Adam Baradach, John Sloss, and Tim Pastor. Other producers are Emmet McDermott and Hayley Pappas. Smiley Stevens served as Production Designer and Executive Producer. While Julia Liu is the director of photography, as well as an executive producer. The documentary is also co-produced by Colin Jones.
You can check out White Hot: the Rise & Fall of Ambercrombie & Fitch on April 19th, 2022 on Netflix.
Stay tuned to THS for more First Looks!