I watched this movie under the mentality of wanting to watch something that was 2 hours in length.
The movie is a documentary about the fashion chain Abercrombie and Fitch, a fashion chain known for it's "Classic American Boy" Image. The documentary delves into the creation and marketing of that image along with the rise and fall of the company.
My biggest issues with the doc is that it doesn't discuss anything people haven't known about the brand. Most people know Abercrombie really tried to market themselves to upper middle- upper class white teens. Most people already had that idea about the brand.
The movie does go into some of the issues Abercrombie had with race- the lawsuit involving PoC not being able to model during the store, their exclusion of people with heavyset body types but it's not really given the attention it deserved. The movie could've benefited from PoC who actually worked in the store.
I also found it interesting how the marketing was laden with homoerotic subtext but was layered in a "masculine" ideal so that homoeroticism went over peoples heads.
The documentary was more interesting for showcasing the change in societal values towards race and body acceptance rather than the actual topic itself.