This is not the Abercrombie & Fitch you remember

Abercrombie & Fitch was once thought of as a fratty bro.

But the retailer has adopted a new, rugged look thanks to the vice president of men's design, Aaron Levine. The campaign was shot by Zackery Michael, a release notes.

Abercrombie & Fitch has been revamping its clothing and sales are beginning to climb. The parent company reported its first positive quarter - comparable sales were up 1% - since the third quarter of 2012.

Take a look at the photos of the latest campaign starring model Alex Libby, and see if Abercrombie 2.0 changes your mind: