In its early years, Abercrombie & Fitch specialized in high-quality outdoor gear, attracting customers like Theodore Roosevelt and Ernest Hemingway. However, by the late 20th century, the brand shifted its focus to casual clothing, targeting a younger demographic. The iconic ‘American cool’

Despite its popularity, Abercrombie & Fitch faced challenges in the 2010s, as changing consumer preferences and criticism of its marketing strategies led to a decline in sales. In response, the company embarked on a rebranding journey, adopting a more inclusive and diverse approach. This shift has revitalized the brand, making it a favorite among Gen Z and millennials once again.