The time has finally come, where the world has finally taken it upon them selves to embrace the lifestyle of those known as American. There have been many names in fashion, from Halston, Karen, and of course our beloved Lauren. But for nearly 200 years, since it’s founding in 1892, there have been two names synonymous with the enteral youth and Luxury made in the American tradition of sports wear.
Abercrombie & Fitch has for some time now been overlooked in its fashion impact on the world. When walking through Rodeo Drive or 5th Ave. The one thing that sticks out other than the over whelming retail meccas, are the people shopping. In all retrospect the majority of the costumers 1 in 2 people are wearing those ever-elusive names. The magic of the Brand has been the lifestyle that has been sewn, packaged, and shipped and bought on demand. Abercrombie & Fitch since the early 90’s when Current C.E.O., Mike Jefferies took the rein, it has personified an American ideal. The Ivy leaguers of the east, and suffer dudes of the west are all, under two names, been represented.
The company now spans a few names, Hollister co., and Gilly Hicks, which all portray a different aspect and lifestyle that America has come to be known for. Fashion for many years tended to turn its back on this powerful brand, until now. May 19th 2011 marked a benchmark day for the company and a millstone in fashion. For on this day Abercrombie & Fitch has finally opened its doors to the city of lights. The success of the brand opening in London, Milan, and the super flagship store in Tokyo, for sure proved it was time for the “IT” location, PARIS. The underdog brand of America has finally come to the birthplace of fashion itself. The brand, Luxury goods intended to be as casual as possible, in fact the only marketing tool the brand officially used was the trademark phrase “CASUAL LUXURY”. From cashmere V-neck sweaters, or hand knitted cardigans, The brand’s product line is truly, aesthetically, and stylistically the heart beat of the label. Could it be that this is the new wave of fashion? Casual Americana! Yes in the 90s we had minimal chic, but what is it about Abercrombie & Fitch that seems to be timeless.
The cargo shorts, and humor phrased t-shirts of the brand have in reality become the classics pieces. The controversy surrounding their Bruce Weber photographed marketing, and the infamous catalog now turned quarterly, has made the brand the Bad Boys of American sports wear. But what is fashion with out a bad boy or two? Abercrombie & Fitch is truly and American staple in fashion that now is making itself very known among the greats. Many people today, may not know the works of Chanel, or Galliano but people every where not only know who and what this brand is, but know how to pronounce the name very clearly. Love it or Hate it, there is no in-between or escaping A&F. These two names in fashion may not present twice a year at fashion week, and there exclusives lines take the name of FLAGSHIP as opposed to Couture, but everyone admires them. The brand that is Abercrombie & FITCH today is a lasting brand that has been a major part and role, in our youth. So “Bienvenue Monsieurs” to city of lights, the thumpa thumpa of the stores will for sure, seamlessly, fit in nicely with the Couturiers and the Ateliers of the greats. Abercrombie & Fitch has officially stamped those names in fashion fame, an American Classic, after centuries of looking at fashion from the eyes of Europe, Europe is now looking at fashion through our heritage, which include those two names, so move over Chanel No’ 5, and make way for the Fierce, Abercrombie & Fitch.