Gianluca Russo
  • I visited Abercrombie & Fitch to see if the brand is living up to its recent hype.
  • The brand has been revived, in part, by millennial nostalgia, but I don't feel a connection to it.
  • The store had solid basics, but most of the menswear options felt like a boring sea of neutrals.

As the retail scene and style industry as a whole navigates the age of changing TikTok trends and fast-fashion spirals, many once-thriving brands have had to answer an existential question: Die or reinvent?

Abercrombie & Fitch has attempted the latter.