I visited Abercrombie & Fitch for the first time in 12 years. I was shocked by how much it's changed and now I see why Gen Z loves it.

Sat, 08/26/2023 - 09:44

composite image of Abercrombie and Fitch fifth avenue store and the author taking a selfie trying on clothes — I was surprised by the sophistication of Abercrombie's store on Fifth Avenue. The dressing room had perfect lighting.
Jennifer Ortakales Dawkins/Insider

I shopped at Abercrombie & Fitch's new store on Fifth Avenue in Manhattan.
I was surprised by how sophisticated everything was, including the store's design and the clothing.
As millennials grew up, so did the brand. It sells suits for the office and dresses for weddings.

I don't think I've been in an Abercrombie & Fitch store since I was in high school. So I was surprised to see the company's new location on Fifth Avenue in Manhattan — it felt like a different brand.