Abercrombie & Fitch Got Themselves Uncanceled. Can They Become Cool?
The early 2000’s was a unique time for the fashion industry. Teens were still heading to malls to buy overpriced graphic tees, logos were plastered on nearly all garments, and you’d pay an upcharge to receive pre-distressed denim.
Perhaps the biggest trendsetter during the time was Abercrombie & Fitch. The teen clothing retailer was known for their overpriced clothing and models who wouldn’t wear anything. The company tried to style itself as the exclusive brand for the popular and beautiful. By doing this, they needed to exclude other people.
Admittedly, this kind of worked. High schools and college campuses couldn’t avoid the moose logo, and pop songs even had an affinity for girls that wear Abercrombie & Fitch. The brand was riding high, but it was only a fashion trend. Like all other trends, it was bound to decline.
When trends change, most retailers adapt. The problem with Abercrombie: it wasn’t just their clothing that needed a rebrand. Before the internet was canceling celebrities, Abercrombie’s CEO made some statements worthy of ridicule. It would take a few years before he got backlash, but it hit hard.
Abercrombie & Fitch might be an early example of internet cancelation. The brand felt the impact of public scrutiny, but slowly clawed its way back. With a resurgence of 00’s fashion on the horizon, Abercrombie might be poised for a bigger, more inclusive comeback.
