In the early 2000s, Abercrombie & Fitch was the “cool kid” brand for young shoppers. Behind the pulsing music and strong scent of Fierce cologne in malls across America was the brand’s darker past, complete with exclusionary marketing, discriminatory hiring practices, and scandal. The new documentary dives into the story behind the brand that influenced a generation.
How to Watch ‘White Hot: The Rise & Fall of Abercrombie & Fitch’
- ‘White Hot: The Rise & Fall of Abercrombie & Fitch’ premieres on April 19
- Stream on Netflix
About ‘White Hot: The Rise & Fall of Abercrombie & Fitch
Abercrombie & Fitch conquered malls in the late ‘90s and early ‘00s with gorgeous models, pulsing dance beats and a fierce scent. But while the brand was running white hot, its popular “all-American” image began burning out as controversy came to light surrounding its exclusionary marketing and discriminatory hiring.