White Hot: The Rise and Fall of Abercrombie & Fitch is now streaming on Netflix, and the new Netflix documentary dives right into the complicated and often problematic history of the clothing brand that once upon a time was an early aughts status symbol.
It’s no secret that these days, Abercrombie & Fitch isn’t what it once was. The brand that used to sell a supposedly “aspirational” lifestyle to young Americans hasn’t aged well in today’s world, and rightfully so. As the documentary explains, that marketing was horribly exclusionary.
While its many controversies certainly haven’t helped Abercrombie & Fitch’s standing as one of the leading clothing companies, the decline in mall culture has also contributed to its seemingly dwindling relevance in the current fashion climate.
You might assume with all of the facts in the White Hot documentary considered that Abercrombie & Fitch wouldn’t have been able to continue to prosper. Here’s where the brand stands today with its stores, along with the state of its headquarters.
Yes, there are still Abercrombie & Fitch stores across the United States. Although the company took some hits in its handling of the various behind-the-scenes scandals, stores remain in business under a completely revamped branding.
Some stores have closed as the company looked to take accountability for the past and came under the leadership of a new CEO, but you can probably still take a trip to the mall and find an A&F store near you. Also, the company has a brand new look and mission statement on its website.
In the White Hot documentary on Netflix, many of the interview subjects talk about the Abercrombie & Fitch campus, which was the company headquarters set up by former CEO Mike Jeffries. The environment was described as something of a college atmosphere.
It appears that the company headquarters remains open in New Albany, Ohio, though the culture of the campus has surely shifted as the company looks to rebuild its principles and reputation. The headquarters doesn’t look to have closed along with some of its stores.
Watch the White Hot documentary now on Netflix.
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