‘White Hot on Netflix’: How Abercrombie & Fitch Became a Pop Culture Phenomenon? “Exclusion was the root of their success”

‘White Hot on Netflix’: How Abercrombie & Fitch Became a Pop Culture Phenomenon? “Exclusion was the root of their success”

Over the years, Abercrombie & Fitch has seen a substantial reduction in its popularity. The brand was a major trend while we all were growing up. All the supposed “cool” kids were either wearing Abercrombie & Fitch clothes or their perfumes. But nowadays, the sort of grip the near-luxury brand had on teenagers has been shifted to others like H&M and Forever 21. But how did this happen? Well, the Netflix documentary White Hot gives us answers to such questions.

And now we have a new trailer, thanks to Netflix. With the trailer, we are starting to understand what happened with the once-famous brand.

White Hot Netflix reveals the trailer

A trailer for a forthcoming Netflix documentary lifts the flannel curtain on Abercrombie & Fitch‘s glory days, as well as the controversies that surrounded the business.

White Hot: The Rise & Fall of Abercrombie & Fitch examines the retailer’s supremacy in the late 1990s and early 2000s and allegations of discriminatory marketing and employment.

It has faced challenges, including one that went all the way to the Supreme Court. The court decided in favor of a Muslim woman who claimed she was denied a job as a teen because she wore a headscarf.

Abercrombie & Fitch finally settled a class-action lawsuit alleging discrimination against non-white candidates. The brand paid up $40 million and amended its “fit a certain look” employment processes without admitting fault.

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While Abercrombie & Fitch stores still exist today, it’s evident that this film will focus on the company’s heyday. It will also focus on a time when racism, fatphobia, ableism, and xenophobia were rampant.

Watch the trailer below:

What the director has to say about the documentary

Alison Klayman, the filmmaker of Ai Weiwei: Never Sorry, Take Your Pills, and the HBO Alanis Morissette feature Jagged, directs the documentary.

While working on the documentary Klayman said that she found many personal stories relating to the brand.

“This film is for everyone who came of age in those years when the brand and its exclusionary vision of what it meant to be ‘all-American’ were touchstones in the culture,” she says.

The movie premieres on Netflix on April 19th.

What do you think about the documentary? Let us know in the comments.

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