American lifestyle retailer known for its classic, casual apparel and recent transformation toward inclusive design.
ORIGIN
USA
PRICE TIER
mid
Founded in 1892 as an elite outfitter for sporting and excursion goods, Abercrombie & Fitch has undergone a significant transformation. Originally known for high-quality outdoor gear favored by figures like Theodore Roosevelt, the brand was repositioned in the 1990s under CEO Mike Jeffries as a purveyor of "casual luxury" for a young, aspirational demographic, defined by its sexually charged advertising and exclusionary image. After a period of decline, the company embarked on a major rebranding effort in the mid-2010s, moving away from its controversial past.