If you close your eyes as you enter an Abercrombie & Fitch retail store, it’s like stepping back in time to middle school. The same cologne from the 2000s, Fierce, permeates the store, accented by the Fierce scented hand sanitizer added during the pandemic.
However, when you open your eyes, the store has completely changed. They have been remodeled and the clothes inside no longer showcase the brand name or the embroidered little moose mascot logo. Abercrombie & Fitch’s walls are no longer plastered with larger-than-life images of male torsos and thin models running on the beach. The stores skew towards an older demographic, the off-duty millennial. The people who once hated Abercrombie the most are now the ones who begrudgingly shop there now.
As a lanky twelve-year-old girl, shopping in Abercrombie & Fitch sometimes made me feel “fat” since the largest women’s jean size