- 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.
The popular mall destination — once famous for drawing in shoppers by stationing Adonis-like men at its front doors — has seen an uptick in the past few years thanks to millennials who have reconnected with the apparel brand.
The American clothing brand's most notable transformation in recent years began as sales dipped throughout the 2010s.
It ditched its "nightclub" aesthetic by turning down the music and up the lights. It also began phasing out having logos prominently featured on nearly every piece of its clothing.
The reinvention eventually paid off. In late 2023, Abercrombie & Fitch saw massive success — sales had increased and its stock was up by more than 210%.
Although the models-turned-greeters have since been scrapped from Abercrombie's structure, a commitment to being "cool" remains.
But while visiting one of the brand's physical locations, I discovered that its definition of "cool" is, well, pretty boring.