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Abercrombie & Fitch may have been founded in the 1800s, but its mall-culture reign throughout the ’90s and early aughts make it a decidedly millennial brand.
I worked at Abercrombie in college (the now-closed three-story flagship store in downtown Portland, Oregon) during the spring and summer of 2008. At the time, applicants were rated on their looks. The color black wasn’t featured in any items the brand sold, and employees were banned from wearing it.
Yes, the black ban may have been an unsubtle metaphor for the racism and discrimination the brand was accused of and known for. This barely skims the surface of what was covered in *that* 2022 Netflix documentary. But things took a positive turn in 2014 when former CEO and chairman Mike Jeffries stepped down.
Since Fran Horowitz took over as CEO, the brand has overhauled its hiring policies and employee dress code. Appealing to a more diverse market, Abercrombie’s offerings now cater to what shoppers are actually looking for—instead of positioning itself as a tastemaker with a snobbishly exclusive vibe.
Who’s shopping there now? Still mostly millennials, now in their 30s and early 40s.
In recent years, Abercrombie became a place to buy wedding guest dresses and wear-to-work pieces, meeting millennials at the exact life stage they’re at. Today, the retailer sells lots of black, and it’s not as heavy on in-your-face logos as in decades past. A Curve Love denim line was added for people with fuller butts and thighs who don’t necessarily need a wider waistband.
Abercrombie doesn’t scream Abercrombie! in the obvious way it once did. Now, when people compliment the clothing I wear from the brand, they’re often surprised to hear it’s Abercrombie.
The current collection is full of nostalgia bait: many items called “90s” something or other, along with Alanis, Britney, and Shania tees. You’ll also find some of the best denim sold today, versatile wardrobe staples, and understated pieces.
Here’s what’s worth buying from Abercrombie right now.
