“All the cool kids were wearing it.”
Netflix released an official trailer for White Hot: The Rise & Fall of Abercrombie & Fitch, a new documentary exploring Abercrombie & Fitch’s pop culture reign in the late ’90s and early 2000s and how it thrived on exclusion.
Directed by Alison Klayman, the documentary debuts on Netflix on April 19th, 2022.
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 millennium. 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.
Watch the official trailer for White Hot: The Rise & Fall of Abercrombie & Fitch.