Humble Beginnings (1892–1980s)
Founded in 1892 by David T. Abercrombie and Ezra H. Fitch, Abercrombie & Fitch
"It wasn't until the late 20th century that A&F transformed into the youth-focused lifestyle label we know today."
The Youth Culture Revolution (1990s–2000s)
After bankruptcy in the 1970s, Limited Brands resurrected A&F in the 1990s under CEO Mike Jeffries. The rebrand introduced moody boutique lighting, pulsating dance music, and fragrance-heavy stores staffed by "models." Their provocative #AlwaysSummer marketing
Modern Reinvention (2015–Present)
Facing declining sales due to shifting consumer tastes, A&F underwent a radical brand detox: replacing logo-heavy designs with minimalist styles, diversifying sizing, and pivoting to eco-conscious fabrics. Their recent digital transformation
By the Numbers
| Metric | Value |
|---|---|
| Global Stores (2024) | 850+ |
| Instagram Followers | 8.2M |
| Cotton Sustainability Goal | 100% by 2025 |