White Hot: The Rise & Fall of Abercrombie & Fitch

This compelling documentary dives deep into the world of Abercrombie & Fitch (A&F), a brand that captured the hearts and wallets of teenagers during its peak popularity in the late '90s and early 2000s. The film unravels how A&F managed to create a powerful pop culture phenomenon, which simultaneously thrived on and perpetuated an exclusive lifestyle. Through interviews with former employees, customers, and designers, it delves into the brand's marketing strategy of selectivity, exploring both its impact on fashion trends and the social consequences it brought upon young people. The documentary also reflects on the evolution of consumerism and identity in the context of a rapidly changing society, shedding light on why A&F became more than just a clothing brand for many.