POPSUGAR Celebrity

Get Ready to Love Abercrombie & Fitch Again as Much as You Did in High School

Sep 2 2014 - 6:30am

Out with the old and in with the new, that's the mantra of Abercrombie & Fitch these days. The label you may associate with mall hopping in your teen years and easy, beachy t-shirts is getting a bit of a face lift [1] (hey, we all have to grow up eventually).

The first and most noticeable step in the makeover comes with the elimination of logos across all attire, and come Spring, that branding will reportedly [2] be reduced to "practically nothing."

The move is a reaction to declining sales — while there was a time that wearing an Abercrombie & Fitch tee was a status symbol, those days have passed. In addition to updating the stores' notoriously noisy vibes and toning down those racy logos (sorry!) there's a major fashion overhaul coming your way — see a sign of things to come in the gallery.

Source: Abercrombie & Fitch [3]

Abercrombie & Fitch Then

The old Abercrombie & Fitch was best known for logo tees, comfy denim, and, let's not forget, those bare-chested men.

Abercrombie & Fitch Now

Easy, wearable pieces like slouchy sweaters and exposed-zipper skirts paint a new picture of the brand.

Abercrombie & Fitch Now

A bohemian vibe reflects the new face of Abercrombie and aims to rejuvenate the label for the next generation of youth.

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