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Founded in 1892 by David T. Abercrombie, Abercrombie & Fitch (A&F) began as a small, upscale outdoor goods store catering to elite adventurers and explorers. Originally named "Abercrombie Co.," the brand gained prominence when Ezra Fitch, a wealthy lawyer and one of Abercrombie's loyal customers, invested in the company in 1900. By 1904, Fitch became a full partner, and the company was renamed Abercrombie & Fitch. Their shared vision was to create high-quality gear for outdoor enthusiasts, including fishing tackle, camping equipment, and hunting apparel.
In the early 20th century, Abercrombie & Fitch became synonymous with adventure and luxury. Notable figures such as Theodore Roosevelt, Ernest Hemingway, and Amelia Earhart were among their distinguished clientele. The brand's reputation soared as it equipped countless expeditions, supporting explorers venturing into the wild.
By the mid-20th century, Abercrombie & Fitch began shifting its focus from outdoor equipment to clothing. The brand transformed into a lifestyle retailer, offering casual, high-quality apparel that appealed to younger audiences. In the late 1990s and early 2000s, A&F became famous for its bold marketing campaigns, featuring shirtless models and a signature scent that became iconic. The brand's stores, with their dim lighting and loud music, created an immersive shopping experience that resonated with teenagers and young adults.
Today, Abercrombie & Fitch continues to evolve, embracing inclusivity and sustainability while maintaining its reputation for timeless style. The brand has expanded its offerings to include a wide range of products, from denim and outerwear to accessories, all designed with a modern, youthful aesthetic.
If you're curious about the latest A&F collections, check out this handy spreadsheet
Despite facing challenges over the years, Abercrombie & Fitch remains a beloved brand, symbolizing adventure, style, and a commitment to quality. Its rich history and ability to adapt to changing consumer trends have cemented its place in the fashion world.