Abercrombie & Fitch is trying to get ahead of the release of the next Netflix documentary, which should lift the lid on its controversial past.
The retailer shared a message via social media in response to the upcoming release of White Hot: The Rise and Fall of Abercrombie & Fitch — a documentary that sheds light on the mall’s early rise to popularity and its allegedly discriminatory hiring process.
“In the spirit of transparency, we want to directly acknowledge news of an upcoming documentary that will feature Abercrombie & Fitch and focus on an era that unfolded under the previous leadership,” the clothing store wrote via Instagram. .
“While the problematic elements of this era have already been the subject of broad and valid criticism over the years, we want to be clear that these are actions, behaviors and decisions that would not be neither allowed nor tolerated in the business today.”
The brand then thanked the customers who supported them throughout the transition.
“As we have evolved, we have felt the love of this community,” the post continued. “We are grateful for the support you have given us as we have taken intentional steps to be inclusive and welcoming to everyone.”
The company added, “Thank you for giving us the chance to show you who Abercrombie is today and part of who we will be tomorrow. We know the work is never done and remain committed to continually creating a a company we can all be proud of.”
Documentary trailer reveals testimonials from former employees about the retailer’s image and how the store’s personality was marked by dark lighting, dance music, strong scent and shirtless men holding each other at the entrance.
Watch the trailer below:
“Abercrombie & Fitch said, ‘We go after the cool kids. If they don’t look a certain way, they don’t belong in our clothes,'” one commenter said. in the trailer. “Are we exclusive? Absoutely.
Many people have complained that the company only catered to “young, thin, white” customers in the past.
According to CEO Fran Horowitz, the retailer represents something different these days.
“Abercrombie is not a brand you have to fit in with, it’s a brand that everyone really belongs to. We lead with purpose, and that inclusive and equitable spirit is woven into everything we do,” said the the store site reads today.
White Hot: The Rise and Fall of Abercrombie & Fitch streaming on Netflix on April 19.