Abercrombie & Fitch (A&F) has long been a household name in America, and its iconic moose logo has also made waves in Vietnam through various sources - authentic products, VNXK (Vietnamese exports), and even knock-offs.
Known for its sporty and casual vibe, A&F built its image on tees, polo shirts, and cargo shorts, often portraying the classic all-American high school jock you’d see in teen movies. That era was A&F’s golden age. However, the brand started losing ground in recent years as younger generations began gravitating toward a more refined and polished style.
If A&F had clung to its “bratty” image, the brand would likely have crumbled. But in mid-2015, a game-changing moment occurred when Abercrombie brought on designer Aaron Levine, known for his success at Club Monaco. Levine was tasked with steering the brand away from its teenage-targeted aesthetic and aiming for a more mature, sophisticated audience.
Aaron Levine: The Visionary Behind A&F’s Revival
The Spring/Summer 2016 collection marked a significant shift under Levine’s leadership. Gone were the days of tight-fitting tees, polos, and baggy cargo shorts embroidered with the signature moose. Instead, the brand introduced modern, stylish pieces like sharp jackets, sleek sweaters, minimalist bomber jackets, and linen shirts.
Levine didn’t abandon A&F’s roots entirely, though. He smartly retained some heritage pieces, like Henley tees and cargo shorts, but with much-needed updates. Today’s cargo shorts are more fitted, no longer hanging past the knee.
In short, Abercrombie & Fitch has evolved from its once “bratty” persona, and it was a necessary change to keep the brand from becoming irrelevant. As the competition intensifies, it’ll be interesting to see where A&F’s transformation leads. But from where I’m standing, their new direction is exactly what the brand needed.
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