Founded in 1892, Abercrombie & Fitch (A&F) began as a small outfitter in New York City, specializing in high-quality hunting and fishing gear for outdoor enthusiasts. Early customers included former President Theodore Roosevelt and legendary adventurers like Amelia Earhart. The brand built its reputation on rugged, durable clothing designed for explorers—values still reflected in its aesthetic today.
A Shift to Fashion Empire
By the late 20th century, A&F evolved from wilderness wear to a youth-centric fashion label. Under CEO Mike Jeffries in the 1990s, the brand redefined itself with provocative marketing, moody store atmospheres, and its iconic fragrances like "Fierce." Its preppy-meets-edgy
After a sales slump in the 2010s, Abercrombie & Fitch embraced inclusivity, ditching dark stores for brighter spaces and expanding sizing. Today, its collections balance nostalgic '90s influences with contemporary styles, from distressed denim to vegan leather pieces. Sustainability efforts—like eco-friendly denim lines—also play a growing role. The brand's resurgence is evident: 2023 revenue jumped 14%Sloane Tailored Pant, featured in our product spreadsheet) keep it relevant. Abercrombie's secret sauce lies in comfort-forward staplescustomer favorites. The brand also maintains a cult following for limited-edition drops, often selling out within hours. With adaptive styles and a 130-year heritage, Abercrombie & Fitch proves that even heritage brands can stay aspirational—as long as they listen to the next generation. For current bestsellers, check our updated product analysis here.Modern Reinvention
"Abercrombie reminds people of a very special time in their lives... and we're reigniting that emotional connection." — Fran Horowitz, A&F CEO
Signature Products and Legacy