In case you haven’t seen it, Netflix has recently released a new documentary about Abercrombie called White Hot: The Rise and Fall of Abercrombie & Fitch. The documentary bio reads “An exploration of the brand’s pop culture reign in the late 1990s and early 2000s and how it thrived on exclusion.”
If you follow me, you know I sometimes work with and wear Abercrombie, shop their products, and overall am a big fan of the brand. With the documentary coming out I have been getting a ton of questions about how I feel about the doc, why I and other bloggers are aligned with the brand, and just how I feel about the brand as a whole.
I TOTALLY understand all of the questions and it’s definitely a valid point to bring this up. The former CEO of Abercrombie was completely out of line and not right in the head, the employees that stayed with the company from those times say this is a totally new culture, inclusive and nurturing. I think it’s great that all of the unacceptable things the former CEO and brand did back then are called to everyone’s attention by this doc. However, currently, the brand is led by female leaders, gives back to minorities, and is one of the most inclusive brands I’ve ever worked with! I just recently went on a brand trip with them and it was amazing, click here to see what it was like. Check out their website and campaigns, nothing resembles that old Abercrombie culture. It’s important for people to know that is not what Abercrombie stands for!
Here’s a quote from Abercrombie’s current CEO, Fran Horowitz:
“Abercrombie isn’t a brand where you need to fit in—it’s one where everyone truly belongs. We lead with purpose, and that inclusive and equitable spirit is woven throughout all we do.”
To read more about A&F’s brand purpose and what represents the brand today, check out this page on their website. I will continue to support Abercrombie because I believe they really have made a change and are a brand people can be proud to support now!