Profile: Abercrombie & Fitch

An iconic American label with a tradition dating back to 1892, Abercrombie & Fitch was the go-to sporting goods store and outfitter for North American gentlemen, considered in similar regard to illustrious brands like Orvis, Filso and Woolrich, amongst others. Particularly, the brand was synonymous with quality outerwear and gear, including safari jackets, backpacks, fishing equipment, flasks and wristwatches. Handed down from generation to generation,, Abercrombie was the brand to covet until it's ill-fated takeover and revival in the 90s which saw the brand grow it's global presence with an oversexualised and aggressive  sales pitch to young middle class social aspirants. Despite the criticism that this approach garnered in the United States, sales grew exponentially and the brand, due to its exclusivity outside of North American markets, was extremely popular amongst British adn Irish 

This once revered brand was an American preppy favourite back in the day. The Limited took over the fabled sporting goods suppliers in the 80s following a period of declining sales and attempted a turnaround by targetting a new demographic. Thus the brand became the somewhat homoerotic teen brand that it is these days.

A shame perhaps as Abercrombie & Fitch was the outdoorsman's sporting goods purveyor of choice. Famous for it's guns, hunting sacks and safari jackets, vintage Abercrombie & Fitch is a Must-Have for the discerning Prep.

Vintage items are worth looking out for... A&F once did a fine array of hunting and fishing apparel and equipment (including shotguns), and their watches from the 1960s are hot collectibles! Try your father's wardrobe or hunt online for some of their (now vintage) sporting gear.

As regards the new stuff, unlike many other detractors, I daresay that it's not all bad. Some of their polo shirts are quite a comfortable fit and look great with a popped collar. I would be hard pressed to call their brand preppy though (see my thoughts on The Debate).