If you haven’t stepped into an Abercrombie & Fitch lately, you’re in for a shock. Seriously. It’s not just the missing cloud of Fierce cologne or the lack of shirtless guys at the door. The whole vibe has flipped. Honestly, for a long time, Abercrombie was the brand we all loved to hate, or at least the one we grew out of once we realized we didn’t fit into a size 2 or want a giant moose plastered across our chests.
So, what is Abercrombie & Fitch today?
It’s currently one of the biggest success stories in retail history. No joke. While other mall brands are dying off, Abercrombie is thriving. By the end of fiscal 2025, the company projected over $5 billion in revenue. Their stock has outperformed even tech giants over the last few years. It’s a 130-year-old brand that somehow managed to stop being a "teen" store and started being the place where 30-year-olds buy their wedding guest dresses and work trousers.
The Wild History of the Moose
The brand didn't start with polo shirts. David Abercrombie founded it in 1892 as an elite sporting goods shop in Manhattan. We’re talking professional-grade camping gear and, believe it or not, elephant guns. Ezra Fitch, a lawyer and a bit of a visionary, joined in 1904. These two fought constantly. Abercrombie wanted to keep it niche for "hardcore" outdoorsmen; Fitch wanted to go mainstream.
📖 Related: CHI 44 Iron Guard Heat Protectant: What Most People Get Wrong About Using It
Fitch won.
By the middle of the 20th century, Abercrombie & Fitch was where Ernest Hemingway bought his hunting jackets and Teddy Roosevelt got his safari gear. But then things got messy. The company actually filed for bankruptcy in 1977. It was eventually bought by The Limited in 1988, which is when the version most of us remember was born.
The Mike Jeffries era, which lasted until 2014, was defined by "cool kids" only. It was exclusive. It was loud. It was controversial. But it eventually soured. The brand became a symbol of everything wrong with the early 2000s—lack of diversity, toxic beauty standards, and a refusal to sell clothes to anyone who wasn't "thin and beautiful."
The Fran Horowitz Turnaround
The real shift started when Fran Horowitz took over as CEO in 2017. She basically looked at the brand and realized it was a mess. The clothing was out of touch, and the stores felt like nightclubs where you couldn't actually see the merchandise.
👉 See also: Instagram Drip Hospital Snapchat: Why These Fake Medical Photos Won't Go Away
She did a few things that changed everything:
- Differentiated the brands. She realized Hollister and Abercrombie were fighting for the same teen customer. She pushed Hollister back to the high school crowd and "aged up" Abercrombie to target Millennials.
- Focus on "Curve Love." This was a game-changer. They launched a denim line specifically for people with a higher hip-to-waist ratio. It solved the "waist gap" problem that has haunted women for decades.
- Actually listening. The company now sends employees to hang out with customers at bars, football games, and on weekend trips to places like Nashville. They want to know what you’re actually wearing to brunch, not what a designer thinks you should wear.
What It’s Like to Shop There Now
Walking into a store in 2026 feels... mature? The lighting is bright. The music isn't blowing out your eardrums. The clothes are surprisingly high quality for the price point.
The "quiet luxury" trend really helped them. People want elevated basics without giant logos. You’ll find vegan leather trousers, heavy-weight trench coats, and tailored blazers that look like they cost $500 but are actually around $120. They’ve leaned heavily into the "Best Dressed Guest" category, becoming a go-to for wedding attire.
Financially, it’s paying off. In January 2026, the company reaffirmed its outlook for the fiscal year, expecting net sales growth of at least 6%. They’ve seen twelve consecutive quarters of growth. That’s nearly unheard of in specialty retail.
Why the Comeback Actually Matters
It’s rare for a brand to survive a total reputation meltdown. Abercrombie didn't just change their clothes; they had to change their soul. They went from being a brand about "exclusion" to one focused on "belonging." They expanded their sizing, diversified their marketing, and actually started caring about the fit of the garment on different body types.
Is it perfect? Nothing is. There are still debates about pricing and the environmental impact of fast-fashion cycles. But as far as brand reinventions go, it’s the gold standard.
🔗 Read more: Pikeville Tennessee Weather: What Most People Get Wrong
How to Shop Abercrombie Today
If you’re looking to dive back in, don’t just buy what’s on the mannequin.
- Check the "Curve Love" line if you usually struggle with jeans fitting your thighs but being too big at the waist.
- Look for the "A&F Essentials" for high-quality basics like tees and bodysuits that hold their shape after twenty washes.
- Wait for the sales. They still run frequent promotions, and you can often snag their higher-end coats for 20-30% off if you time it right.
The brand is no longer a status symbol for the "popular kids" in high school. It’s just a solid, reliable place to get clothes that actually fit and look modern. That's a much better place to be.
Actionable Next Steps:
If you want to see if the hype is real, start with the Curve Love Ultra High Rise 90s Straight Jean. It’s their most-reviewed product for a reason. Also, check their wedding guest shop if you have an event coming up; the quality of the fabrics (like their heavy satins and linens) has improved significantly compared to five years ago.