Abercrombie & Fitch, America’s Flaming brand before becoming ‘what discrimination looks like’

Abercrombie & Fitch, America’s Flaming brand before becoming ‘what discrimination looks like’

Perhaps you may aspired to the brand’s narrow definition of cool. The resented the company’s exclusionary identity, simply couldn’t be a young person in the late 1990s and early 2000s and avoid Abercrombie.

The Netflix documentary showed the brand and its legacy, arguing that Abercrombie’s corporate culture was even more noxious than the cologne.

If you were in age between the two Bush presidencies, chances are you’ve had or even still have strong feelings about Abercrombie & Fitch.

Whereas the strategy worked for a time, but it was unsustainable, nothing that burns white hot can stay forever.

Alison Klayman the director said, “This is a story that everyone can locate themselves in,” “People immediately start talking about their personal experiences with the brand. It cuts quickly into something about identity, about childhood, about fitting in.”

This documentary recounts the creativity that propelled the company’s ascendance in the ‘90s, including A&F Quarterly, a racy catalog, magazine shot by famed fashion photographer Bruce Weber, and store employees who were hired because of their looks rather than their customer service skills.

Klayman told, ” she was drawn to make a film about Abercrombie because she thought it was the perfect story to make seemingly abstract forces really concrete.

“It shows you how bias in society is actually formally enforced in a top-down way. How do you explain systemic racism? Well, how about people from corporate headquarters coming to your store and telling a 20-year-old who they should hire and fire?”

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