It’s fair to say that Abercrombie & Fitch lost its way in recent years. Somewhere between 1892 and 2015, the retailer went from high-end New York store outfitting the likes of Ernest Hemmingway and John F. Kennedy to targeting teenagers who prefer to shop in the dark
But under the stewardship of menswear favourite and ex-Club Monaco chief Aaron Levine, the brand has taken on a new, sharp, rugged look. Out are the six-packed sales assistants and in are two new ranges: A+F Sport and A+F Lounge.
Designed with the active in mind, Sport is made up of stretch fabric tops, tailored joggers and gilets with mesh panels and zipper details. Meanwhile Lounge focuses on comfort through washed out t-shirts, drawstring shorts and hoodies in fabrics such as reverse terry towel.
Added to a celebrated spring/summer 2016 collection that includes classic knitwear, suede bombers and safari jackets and it’s fair to say this is Abercrombie 2.0.
A+F Sport and A+F Lounge will be available in stores and online from July 22, with both lines priced from around £22.