I visited Abercrombie & Fitch for the first time in years. It’s come a long way, but I’m not completely sold.

I visited Abercrombie & Fitch for the first time in years. It's come a long way, but I'm not completely sold.


I don’t have fond memories of the brand from when I was a kid.


Abercrombie & Fitch used to have shopping bags with shirtless models.

Gareth Cattermole/Getty Images



Part of Abercrombie’s revival is tied to consumer nostalgia, but my days shopping there as a child were short-lived.

By the time high school rolled around, I had sized out of its offerings.

My limited memories of the brand consist of being uncomfortable in its fitting rooms while trying to squeeze my plump body into its XL offerings and feeling inadequate as I watched my friends revel in the stylistic magic that was wearing clothes from Abercrombie, Hollister, American Eagle, and every other mall-famous retailer.

However, a decade later — and 100 pounds smaller — I’m finally able to shop at this once hot and thriving destination.

Abercrombie has changed a lot since then, and I could see just how much its aesthetic and offerings have shifted by looking at its online presence.

On the brand’s Instagram page, I found a curated collection of models, “real people,” and new clothing drops.

I would encapsulate the brand’s aesthetic in three words: carefree, chic, and “cool” — purposefully in air quotes so its definition can be debated among shoppers.

But that’s enough about “cool.” Here’s my experience shopping Abercrombie’s menswear section for the first time in over a decade: the good, the bad, and the very, very neutral.





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By stp2y

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