Abercrombie & Fitch (A&F) has long been a prominent name in American fashion, and its influence is evident in Vietnam through various channels: official merchandise, imports, counterfeits, and more.
The brand first became famous for its casual, sporty clothing - think t-shirts, polo shirts, and cargo shorts. In fact, A&F's golden age was marked by the quintessential image of a muscular high school or college athlete straight out of American teen movies. But in recent years, A&F seemed to struggle with consistency, slowly losing its edge as younger generations sought more stylish and sophisticated options. Had the brand stuck to its “rebellious teen” aesthetic, it would have likely faded into obscurity.
In 2015, the brand decided to course-correct by bringing in designer Aaron Levine, formerly of Club Monaco. This move signaled a shift from targeting teens to catering to more mature men with a refined taste in fashion.
Aaron Levine: The Game Changer
Levine’s influence is clear in A&F’s collections, particularly the Spring/Summer 2016 lineup. Gone are the old staples - tight t-shirts with moose embroidery, oversized cargo shorts, and polos - and in their place are more modern, wearable pieces like sleek jackets, stylish sweaters, simple bomber jackets, and crisp linen shirts.
However, Levine didn’t completely abandon the brand’s roots. He smartly kept a few heritage items, like Henley shirts and cargo shorts, but gave them a more contemporary twist. A&F’s shorts, for example, are now slim-fit and no longer extend past the knee.
The shift from "teenage rebel" to a more sophisticated and mature aesthetic was undoubtedly necessary for A&F's survival. As they compete with other brands in the market, the question is: where will they go next? One thing’s for sure - their recent collections show promise, and in my opinion, this transformation is long overdue. The brand’s offerings today are something to admire!
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