The story of how a huge fashion brand fell dramatically from grace is being told in a brand new documentary.

Back in the early 2000s, Abercrombie & Fitch was one of America’s top fashion brands. If you happened to walk into one of its US stores during that era, you’d find yourself surrounded by clerks that were the epitome of conventional good looks and as it turns out, that was no happy accident.

The company has seen its market share fall in recent years and part of that is because of the controversy created by its hiring policies that were reportedly exclusionary to the extreme. This process is set to be explored in an upcoming documentary film by Alion Klayman, who has directed features about Steve Bannon and Alanis Morrisette.

The film will examine that ”exclusionary marketing and discriminatory hiring’ and its contribution to the decline of the company’s place in American fashion.

“While I was working on this film, I learned that whenever I mentioned Abercrombie & Fitch to someone, I was going to hear something personal,” Klayman says about her film. “About first kisses and teenage insecurities. About where they grew up and how much money their family had. About their relationship to beauty standards, race and sexuality. About belonging. This film is for everyone who came of age in those years when the brand and its exclusionary vision of what it meant to be ‘all-American’ were touchstones in the culture.”

We’re adding this one to our watchlist. The film is set to launch on April 19th, but in the meantime you can check out the trailer below.

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