The documentary does a good job of underlining the impact that businessman Mike Jeffries had on the company when he joined as CEO. While he’s no longer the CEO of Abercrombie, we were left wondering just what happened to him.

He refused to provide comment for the film but his words rang out throughout the documentary. He was unapologetic in stating: “In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids.

“We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla.”

Because of this, nobody really batted an eyelid at Abercrombie’s “classic” image that it sought to push in its advertisements, stores and employees. Ultimately, if you were attractive and white, Jeffries wanted you in the store. But if you were anything else, you didn’t quite fit the image that A&F sought to portray.

Jeffries stepped down as CEO in 2014 after more than 20 years at the helm of the company and has stepped back from the limelight in a drastic way. Apparently, he still owns a small number of shares in the company but apart from that, we’re left to wonder what happened to Jeffries and where he is now.

Netflix’s White Hot: The Rise And Fall Of Abercrombie & Fitch – the questions we were left with after watching the controversial new documentary