White Hot: The Rise & Fall of Abercrombie & Fitch (2022)

In the late ’90s and early ’00s, Abercrombie and 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 and FALL OF ABERCROMBIE and FITCH unravels the complex history of the iconic brand that influenced an entire generation. —NetflixIf you were a college kid in the late 90s in the Midwest (I was), you will trip out with this doc. But wow to see it picked apart 20 years later – just wow. Decently done.