Abercrombie & Fitch has made a huge comeback. Here's how the company made itself more than 'a jeans and T-shirt brand'

• Abercrombie & Fitch was founded as a store for outdoor gear in the late 1800s.
• It became hugely popular with 2000s teens until changing tastes and controversy led to a decline.
• The retailer has recently found a new cohort of fans: Gen Z shoppers.

If you were a teen in the 2000s, chances are you either shopped at Abercrombie & Fitch — or felt too excluded to set foot in the store.