You remember the smell. That thick, window-rattling cloud of Fierce cologne that hit you three stores down the mall corridor before you even saw the louvers. And then, there they were. The "hunks." Standing by the entrance like wax statues carved out of Greek marble and heavy-duty bronzer.
The Era of the Shirtless Greeter
For a solid decade, abercrombie and fitch male models weren't just people in ads; they were the actual barrier to entry for the store. If you weren't "cool" enough, you felt it the second you walked past them. Honestly, it was a wild business strategy. Most retailers want to make everyone feel welcome so they spend money. Mike Jeffries, the CEO who basically built the modern A&F, wanted the opposite. He wanted to exclude.
He famously said the brand was for the "cool kids" and "attractive all-American" types. This wasn't just corporate fluff. It was a literal hiring mandate. The guys standing outside weren't called employees; they were "models." Their job wasn't to fold clothes. It was to exist. They were live bait designed to make 16-year-olds believe that if they bought a $70 polo, they might one day look like a varsity quarterback from a dream.
From the Mall to the Red Carpet
It’s kinda funny looking back at who actually started there. You’ve probably seen the old black-and-white shots. They have this grainy, cinematic quality that made everyone look like they lived in a perpetual summer in the Hamptons.
Before he was Magic Mike, Channing Tatum was an A&F face. Same for Jamie Dornan. Before he was the "Fifty Shades" guy, he was leaning against a tree in a pair of low-rise cargo pants for a Bruce Weber shoot.
The list is actually kind of ridiculous:
- Ashton Kutcher and Tom Welling (the Superman guy) actually modeled together in 1998.
- Penn Badgley from You and Gossip Girl was a "Rising Star" in their 2005 catalog.
- Taylor Kitsch was basically the poster boy for the rugged, long-haired A&F look before Friday Night Lights.
But for every Channing Tatum, there were thousands of guys who were just "mall-tier" models. These were the college kids recruited at gyms or on campuses. They’d get paid maybe $100 for a four-hour shift just to stand there. Some of them loved it—free trips to store openings in Paris or Hong Kong, staying in nice hotels, and getting attention.
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Others? Not so much. Former models like Kai Braden have spoken out about how weird it got. Customers would touch them without asking. They weren't trained on how to handle it. They were just told to look "natural."
The Bruce Weber Aesthetic
We have to talk about Bruce Weber. He’s the photographer who defined the look. He didn't just take pictures; he created a world. It was a world of vintage motorcycles, golden retrievers, and lots of shirtless wrestling in the grass.
Critics called it homoerotic. The brand called it "all-American."
In reality, it was a very specific, very white vision of beauty. This is where things started to get messy. While the ads were selling this "perfect" life, the company was facing massive lawsuits. In 2003, they got hit with a class-action suit for discriminating against Black, Latino, and Asian applicants. The "models" out front were almost always white. If you weren't, you were likely relegated to the stockroom where nobody could see you.
The Darker Side of the "Model" Dream
The "cool kid" facade eventually cracked. Hard.
In late 2024, the news broke that Mike Jeffries, along with his partner Matthew Smith and a recruiter named James Jacobson, were arrested on federal sex trafficking charges. The details were harrowing.
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Basically, they allegedly used the promise of becoming abercrombie and fitch male models to lure young men into "sex events" across the globe. We're talking New York, London, Marrakesh. The indictment claimed Jacobson would "audition" these guys by having sex with them first. These kids thought they were getting a career. Instead, they were being exploited by the most powerful man in the company.
It turns out the "exclusive" world of A&F wasn't just about being pretty. For some, it was a trap.
What Happened to the Hunks?
By 2015, the shirtless greeters were officially axed. The brand was bleeding money, and the world had moved on. People didn't want to be excluded anymore. They wanted to see themselves in the clothes.
So, where are the "hunks" now?
Some stayed in the industry. Others went the complete opposite direction. There are former A&F models who are now:
- Financial consultants
- Lawyers (ironically, some in labor law)
- Tech startup founders
- Professors
- Physical therapists
The brand itself has done one of the most successful 180s in retail history. If you walk into an Abercrombie today, it’s bright. The music isn't deafening. They have a "Curve Love" line and use models of all sizes and backgrounds.
It’s better. It’s healthier. But the "hunk" era remains this bizarre, highly-scented fever dream of the early 2000s.
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Moving Forward: What to Know
If you're looking into the history of fashion marketing or considering a career in modeling, there are some real takeaways here.
1. Know the difference between a "brand representative" and a professional model. Most mall jobs that use the word "model" are just retail positions with a dress code. If a recruiter asks for "auditions" that feel personal or private, walk away. Professional agencies like Wilhelmina or IMG don't operate through hotel room "tryouts."
2. Diversity is now the standard. The era of the "white, thin, athletic" monopoly is over. Most modern brands are looking for authenticity over "perfection." If you're building a portfolio, focus on your unique features rather than trying to fit the 2004 A&F mold.
3. Research the leadership. The Jeffries era shows that a company's culture starts at the very top. Before signing with a brand, look into their recent history and how they treat their staff. The "cool" factor is never worth your safety or dignity.
The legacy of the abercrombie and fitch male models is a mix of pop culture nostalgia and a cautionary tale about what happens when you build a kingdom on exclusion. It’s a different world now. And honestly? It smells a lot better.