I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable

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Opinion by Gabbi Shaw

Updated

2022-04-19T19:01:53Z

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (1)

Abercrombie & Fitch was one of the most popular clothing brands when I was in middle school.
Going to an A&F store now is radically different than the last time I walked in, in a good way.
The brand's legacy is once again getting reexamined after the debut of the Netflix documentary "White Hot."

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I'm 26 years old, which means I was firmly in middle school at the peak of Abercrombie & Fitch mania.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (2)

Whether or not I could actuallyaffordAbercrombie's expensive sweaters, jeans, and moose-adorned tote bags is another story.

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Walking into the store in my local mall was always scary — every employee looked like a model, it was lit like a club, the speakers were blaring music, and you could smell the store from a mile away.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (3)

I'm sure parents everywhere remember the dread of going into one of these stores — indeed, I remember my mom complaining about getting a headache as soon as she entered one, while I walked around wide-eyed at all the teenagers who looked way older and cooler than me.

Which, of course, was the point. As Netflix's new documentary "White Hot: The Rise & Fall of Abercrombie & Fitch" points out, being exclusionary was part of Abercrombie's business strategy.

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Abercrombie's name was all over the clothes and accessories, or at the very least, items had a small stitched moose.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (4)

The Abercrombie moose is perhaps the most culturally relevant moose for my generation — sorry, Bullwinkle.

But Abercrombie's reign eventually came to an end.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (5)

The brand endured multiple controversies in the early 2000s, and teens began preferring brands like Forever 21 and Nike as both fast fashion and athleisure became trendier.

As sales continued to fall in the 2010s, the brand began rebounding. It announced stores would be lightened up, and the incessant cologne spraying would cease. A plan was made to phase logos out. In 2015, the company ditched the shirtless male greeters in front of the store.

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Abercrombie & Fitch has since rebounded — it's trendy again, but if you check out the website, you'd be hard-pressed to find a moose or an "A&F" anywhere on the clothes.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (6)

After the company cut back its number of stores — it closed 450 between 2010 and 2018 — and after its significant rebranding, shares began to soar. In 2018, Business Insider called it the "biggest retail comeback of the year."

I decided I needed to see this rebrand in person.

On a cold Saturday last November, I trekked to the Tanger Outlets in Deer Park, New York, to visit my local Abercrombie. The one I would longingly pass as a pre-teen has now closed.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (7)

Rest in peace, Roosevelt Field Abercrombie — you were intimidating to 11-year-old me, but I'm nostalgic for you now.

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This store location is in a prime spot at the outlets, and it has a giant sign that's easy to spot.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (8)

I remember when "abercrombie" and Abercrombie & Fitch were two different stores for kids and adults, respectively. Now, it's Abercrombie & Fitch and abercrombie kids.

There's a new look at the storefront: There's not a shirtless man to be seen.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (9)

It was also strange not to hear the store from 25 feet away.

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Inside, the ceilings were high, the lights were bright, and it was just one large room, instead of a dark labyrinthine club.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (10)

I couldn't believe that I didn't smell any hint of Abercrombie cologne, a scent that defined my adolescence.

Not to worry — the fragrances are still available to purchase.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (11)

A 1.7-ounce bottle of Abercrombie Fierce will set you back $58.

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One of the things the brand is still pushing is jeans — though I definitely noticed a more diverse array of sizes than the last time I walked in.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (12)

My distinct memory of Abercrombie's jeans is that there were mostly 00 and 0 sizes available. For years, A&F didn't offer anything above a size 10, a move the brand was criticized for.

Former CEO Mike Jeffries even said, "In every school there are the cool and popular kids, and then there are the not-so-cool kids," in 2006.

"Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely," he told Salon.

Jeffries later apologized, saying in 2013: "While I believe this 7-year-old, resurrected quote has been taken out of context, I sincerely regret that my choice of words was interpreted in a manner that has caused offense."

In 2012, the brand also said: "We sincerely regret and apologize for any offense caused by the comments we have made in the past which are contrary to (the values of diversity and inclusion)."

Jeffries retired in 2014.

I looked at the men's section and found it was essentially like any other store.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (13)

Not a graphic tee in sight, just lots of plaid, corduroy, and basics.

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In general, the store wasn't super crowded.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (14)

Perhaps because the old A&F stores were so claustrophobic, I felt like I had so much more room to breathe.

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I tried on this camel coat and actually ended up buying it.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (15)

If you had told me back in 2014 that I'd be buying a coat from Abercrombie in 2021, I wouldn't have believed you.

The coat was $220, but I had coupons from Tanger.

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I checked out the kids' section.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (16)

I have no idea what's in style for kids, but I was curious.

When I walked in, it happened to be empty. But I saw lots of bright colors, something that was missing in the adults' section.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (17)

The women's section was a lot more neutral.

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If you were worried that A&F had completely ditched their logos, you can rest easy. I had to go looking for them, but once I found the graphic tees, they were easy to spot.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (18)

I found a selection of graphic tees in a range of muted colors.

There were graphic sweatshirts, too.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (19)

Walking around the store, I noticed the employees were friendly — a change from how I (and many of my peers on TikTok) remember it.

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I also found a pair of sweatpants with the name ...

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (20)

They'd nevertotallyditch the logo.

... and a Sherpa-lined zip-up. Notably, there was not a moose to be seen.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (21)

The moose was removed from A&F back in 2014.

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Overall, my Abercrombie & Fitch experience was pleasant — I'd definitely go back.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (22)

Going to an A&F store in 2021 wasradicallydifferent than the last time I walked in — and I appreciated it. With the rise of the body-positivity movement and Gen-Z's inclination towards the authentic, I think the brand has made changes for the better.

Even though it's still on the expensive side, I could very easily see myself checking out their sales in the future ... especially if I'm feeling a little nostalgic.

I stepped into an Abercrombie & Fitch for the first time in a decade and found it to be almost unrecognizable — in a good way (2024)

I'm 26 years old, which means I was firmly in middle school at the peak of Abercrombie & Fitch mania.

Walking into the store in my local mall was always scary — every employee looked like a model, it was lit like a club, the speakers were blaring music, and you could smell the store from a mile away.

Abercrombie's name was all over the clothes and accessories, or at the very least, items had a small stitched moose.

But Abercrombie's reign eventually came to an end.

Abercrombie & Fitch has since rebounded — it's trendy again, but if you check out the website, you'd be hard-pressed to find a moose or an "A&F" anywhere on the clothes.

On a cold Saturday last November, I trekked to the Tanger Outlets in Deer Park, New York, to visit my local Abercrombie. The one I would longingly pass as a pre-teen has now closed.

This store location is in a prime spot at the outlets, and it has a giant sign that's easy to spot.

There's a new look at the storefront: There's not a shirtless man to be seen.

Inside, the ceilings were high, the lights were bright, and it was just one large room, instead of a dark labyrinthine club.

Not to worry — the fragrances are still available to purchase.

One of the things the brand is still pushing is jeans — though I definitely noticed a more diverse array of sizes than the last time I walked in.

I looked at the men's section and found it was essentially like any other store.

In general, the store wasn't super crowded.

I tried on this camel coat and actually ended up buying it.

I checked out the kids' section.

When I walked in, it happened to be empty. But I saw lots of bright colors, something that was missing in the adults' section.

If you were worried that A&F had completely ditched their logos, you can rest easy. I had to go looking for them, but once I found the graphic tees, they were easy to spot.

There were graphic sweatshirts, too.

I also found a pair of sweatpants with the name ...

... and a Sherpa-lined zip-up. Notably, there was not a moose to be seen.

Overall, my Abercrombie & Fitch experience was pleasant — I'd definitely go back.