The purpose of this paper is to examine the negative effects Abercrombie & Fitch, a pricey retail store aimed at trendy teens to young adults, has on consumers. It analyzes the identity politics and rhetorical elements of the A&F brand. Specifically, it critiques their three issues in advertising, the store's space/layout, and comments made by their former Chief Executive Officer, Mike Jeffries, in order to explain the type of identity the brand invites consumers to become.