+

Cookies on the Business Insider India website

Business Insider India has updated its Privacy and Cookie policy. We use cookies to ensure that we give you the better experience on our website. If you continue without changing your settings, we\'ll assume that you are happy to receive all cookies on the Business Insider India website. However, you can change your cookie setting at any time by clicking on our Cookie Policy at any time. You can also see our Privacy Policy.

Close
HomeQuizzoneWhatsappShare Flash Reads
 

I went shopping at Abercrombie & Fitch for the first time in years - here's what I saw

Nov 2, 2015, 20:18 IST

Mallory Schlossberg/Business Insider

I'll never forget my first Abercrombie & Fitch shirt.

Advertisement

It was teal blue, and it bore the the brand's name and its "1892" heritage date was embroidered into the shirt.

I wore it with great frequency and pride, particularly because of the hit LFO song "Summer Girls." (Yes, this was the year 1999.) I loved shopping at Abercrombie & Fitch because, for a moment, it made me feel cool.

But over time, I stopped shopping there. The brand's logos were no longer appealing - they didn't represent who I was; it felt like a never ending frat party, and I was the artsy girl on the sidelines. And one can only stomach the wafts of Abercrombie Fierce cologne for so many years before wondering if its affecting her brain cells. Many other shoppers who grew up in the aughts must have felt the same way - sales slid.

But recently, Abercrombie & Fitch made some changes - both on the corporate and design sides. Even fashionable blogger The Man Repeller went so far to say Abercrombie & Fitch was making a comeback! I decided to check it out for myself to see if Abercrombie & Fitch really was, in fact, cool.

Advertisement

You are subscribed to notifications!
Looks like you've blocked notifications!
Next Article