Let’s set the scene: The year is 2000 and you’re at the local shopping mall. You hear pulsing beats echoing from a store drawing hordes of teenagers. As you walk past the shirtless jock standing guard at the entrance, a fierce perfume scent hits you. After your pupils adjust to the dark, you see bare chests and six-packs plastered all over the walls. You’re not in Kansas anymore; you’re in Abercrombie & Fitch. 

The trailer for White Hot: The Rise & Fall of Abercrombie & Fitch is here to conjure up the nostalgia — and flashbacks. Known for their all-American image and must-have clothing at the turn of the millennium, Abercrombie & Fitch made many young shoppers feel like the cool kids — or like outcasts. The new documentary unravels the complex history of the iconic brand that influenced a generation, revisiting the company’s exclusionary marketing and discriminatory hiring practices that would eventually engulf the white hot brand in scandal.

Featuring interviews with dozens of former employees, executives and models, the in-depth documentary explores how Abercrombie & Fitch sold exclusivity by packaging evil and class. Although the company has a more inclusive look and feel today, White Hot: The Rise & Fall of Abercrombie & Fitch, which drops April 19, will take you back to the brand’s darker past (and stores). Strip into the new trailer below. 

Trailer | White Hot: The Rise & Fall of Abercrombie & Fitch