Abercrombie & Fitch’s legacy is not one of overpriced graphic tees, but of discrimination and corporate corruption, as explored in 'White Hot: The Rise and Fall of Abercrombie & Fitch'
Let’s travel back in time for a moment, shall we? The year is 2007 and I am literally dragging my mother by her hand through the mall to the tween holy grail of stores, ignoring her protestations that the incredibly unsubtle scent of cologne gives her a headache and the dim, cocktail-lounge lighting makes it nearly impossible to get a good look at what she’s buying.
For those who were teenagers in the late ’90s and early aughts, Abercrombie is as synonymous with adolescence as acne. Maybe you plastered your walls with black-and-white images of models cut from the signature shopping bags or begged your parents for a needlessly expensive denim miniskirt to wear on your first day of school. Maybe you will forever associate the little moose logo with that one popular mean girl from your homeroom class.
Whatever your relationship to it, Abercrombie & Fitch undeniably looms large in the cultural lexicon of an entire generation., as explored inThe Netflix doc from director-producer Alison Klayman breaks down decades of criticism aimed at the brand’s exclusionary look and marketing strategy under“Abercrombie & Fitch said, ‘We go after the cool kids.’ If they didn’t look a certain way, they didn’t belong in our clothing.” says one person in the trailer.
“They didn’t invent evil. They didn’t invent class. They just packaged it,” narrates one woman, lending the film its captivating tagline.premieres on Netflix on April 19 — plenty of time to mentally prepare to relive the trauma of trying on an ill-fitting tube top at the height of puberty.
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