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Is Abercrombie & Fitch Cool Again?
As the documentary explains, much of Abercrombie’s problematic branding (and behavior) can be traced back to its old leadership. But after years of problematic choices and bigoted statements, Abercrombie CEO Mike Jeffries stepped down in 2014. He was replaced by Abercrombie’s current CEO, Fran Horowitz, who has seemingly completely overhauled the brand’s image, marketing and looks.
The new Abercrombie has done away with its controversial (read: racist) slogan tees, non-inclusive sizing, and frat boy looks in favor of minimal basics, laid-back Nineties inspiration, and affordable upgrades for your office and going-out wardrobes. The moose logo and popped collars of the past have been replaced by baggy hoodies in muted colors, versatile summer dresses, and even knit polos worthy of Don Draper’s closet.
But these stylish new pieces aren’t the only reason for Abercrombie’s comeback. The brand has also turned to social media marketing (particularly on TikTok) where sponsored ads have led to organic trends. Last year, #abercrombiehaul and #abercrombiestyle were regular TikTok hashtags under videos of young fashion influencers reviewing — and liking — Abercrombie & Fitch’s new pieces.
Further proof of the brand’s new lane can be seen on the Abercrombie website, which (as of this writing) leads with a distinctly un-Abercrombie-style motto: “Today—and every day—we’re leading with purpose, championing inclusivity and creating a sense of belonging.”
Not only is Abercrombie cool again, it’s also for the first time, surprisingly progressive.
The Best Abercrombie & Fitch Pieces
So, is Abercrombie & Fitch cool again? We certainly think so. If you’re not convinced, read on. We’ve rounded up some of the best Abercrombie & Fitch pieces — including men’s and women’s jeans, sweaters, and button-ups — that remind us why Abercrombie & Fitch is cool again. Just be sure to act fast if you like something: the best Abercrombie pieces have been selling out fast.
Best Abercrombie & Fitch Clothing for Men
Here are some of the best Abercrombie pieces for men that you can buy online right now.
It’s no secret that the Oughts are back, and lacey sleepwear is one piece we’re seeing as a part of this trend. This slim-fit, lace-trimmed cami gets the idea, lending the look of a real undershirt but ensuring that you can wear it out without showing everything.
