White Hot: The Rise & Fall of Abercrombie & Fitch, he was just the visionary micromanager to heat up the retailer’s image and sales.Jeffries sought to encapsulate the brand’s lusty, youthful mystique in their stores — dimly-lit, permeated by cologne and thumping club beats, guarded by statuesque, shirtless “brand representatives.” Abercrombie became a pop culture phenomenon.“That smell. That music.