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I went shopping at Abercrombie & Fitch for the first time in years — here's what I saw

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Abercrombie & Fitch

I'll never forget my first Abercrombie & Fitch shirt.

It was teal blue and bore the brand's name, and its 1892 heritage date was embroidered into the shirt.

I wore it with great frequency and pride, particularly because of the hit LFO song "Summer Girls." (Yes, this was the year 1999.) I loved shopping at Abercrombie & Fitch because, for a moment, it made me feel cool.

But over time I stopped shopping there. The brand's logos were no longer appealing — they didn't represent who I was; it felt like a never-ending frat party, and I was the artsy girl on the sidelines. And one can stomach the wafts of Abercrombie Fierce cologne for only so many years before wondering whether it's affecting her brain cells. Many other shoppers who grew up in the aughts must have felt the same way — sales slid.

But recently, Abercrombie & Fitch made some changes— on both the corporate and the design sides. Even the fashion blogger The Man Repeller went so far as to say Abercrombie & Fitch was making a comeback! I decided to check it out for myself to see whether Abercrombie & Fitch really was, in fact, cool again.

SEE ALSO: Abercrombie & Fitch has reinvented itself

Here were are — at Abercrombie & Fitch's flagship store on Fifth Avenue in New York City.



I know there won't be any shirtless Zac Efron look-alikes — Abercrombie abandoned its shirtless models. It's family-friendly! There's a sign for its kid selection right when you enter.

Source: Reuters



But Abercrombie hasn't completely abandoned being risqué.



See the rest of the story at Business Insider

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