Having been the subject of some pretty bad late night humor over the past few years, it’s no secret that Abercrombie & Fitch has been taking a slow painful dive into the abyss.
Story By: Christian Keith
Images By: Abercrombie & Fitch
The once darling brand who gave the coolest male students something to wear in the form of cargo pants, t-shirts, button-downs and polos, basically reigning supreme in schools around the world, was either going to continue to crash and burn or have to start anew to save itself. After a long fall, it seems, Abercrombie decided to go with the ladder.
Tapping Club Monaco’s former designer Aaron Levine, known among industry elite as a man with an eye for delivering classic menswear with just enough spice and excitement to make you look twice, the brand has done a complete 360.
To see what I’m talking about, check out Abercrombie & Fitch’s Spring-Summer 2016 menswear collection below.
What you won’t find is those Abercrombie tees that had their time, what you will find is a more rugged look that takes a page back in the early Abercrombie days in 1892 (when the company was founded believe it or not) and when it was known in NYC as a solid sporting goods store.
In the 2016 collection, that translates into bomber jackets, safari jackets and cable-knit sweaters and lived-in linen shirts.
What Levine has kept, is the brands Henley shirts and cargo shorts, with a few minor upgrades. As Aaron himself says to GQ, “Look, there’s no single switch we can flip. No magic bullet.” He’s right that it will take time for customers to get used to a new, totally styling A&F, but we’re glad to see the brand finally moving in the right direction.