Welcome to Rethink This, a monthly column where I revisit once popular stores and brands that have fallen by the wayside in the hopes that CF readers will see them in a new light.

Oh, Abercrombie & Fitch.

Once the pinnacle of mid-aughts Americana-cool, the brand has recently fallen on some hard times. After reports on their “discriminating” hiring practices and a Supreme Court case striking down their discriminatory dress code, you were hard-pressed to find people who would openly admit to wearing Abercrombie. 

Now that controversial CEO Mike Jeffries has left the company, A+F has slowly been turning over a new leaf. Would you be willing to give the store another chance? Read on for our take:

Table of Contents

History

Founded in 1892 in New York City, A+F spent the better half of the 20th century as a luxury sporting goods store. After declaring bankruptcy in 1976, the brand eventually ended up under the control of The Limited, who transformed Abercrombie & Fitch into the teen retailer we see today. Fortunately, Abercrombie has done away with the hypersexualized marketing that has defined the brand for so long, and is putting more emphasis on trendier clothing.

Within the last year I’ve noticed a remarkable change in A+F stores. While t-shirts emblazoned with ABERCROMBIE still exist, their presence in stores and online has significantly decreased in favor of graphic shift dresses, flattering bathing suits, and festival-ready shorts.

Abercrombie & Fitch Outfits

With the exception of two items, the following outfits are all comprised of Abercrombie & Fitch merchandise. In order to avoid looking like a Laguna Beach cast-off, try to stick to urban neutrals that give off a sleek, edgy vibe.