You know Abercrombie & Fitch. At least, you knew the brand. Baggy cargo shorts with frayed edges, logo printed shirts, the stench of Fierce Icon and frosted tips is what typically comes to mind. But no longer.
In June, the label tapped Aaron Levine, the former head of men's design at Club Monaco, to reimagine the brand. For industry insiders, the move prompted added attention: Levine is largely the reason that Club Monaco's menswear navigates this space of cool, modern, masculine and classic. Would the designer make A&F grow up? Would dudes outside of high school be proud to wear the brand?
A few weeks ago Levine sent over a few pieces from his first line and all of those hopes seemed to have become a reality. Faded tees that respect the Abercrombie legacy, versatile, dark, selvedge denim that serve from lazy Sundays to Monday mornings, as well as a crush of quality knits were amongst the haul. It was a respectable capsule, with an off-white denim jacket perfect for spring.
Today, the brand launches the entire collection, and you'll be surprised by the range of selections that look back over the company's 124 year history, incorporating the brand's outdoor, sporting goods heritage in pieces like nylon trenches, bomber jackets and paratroop silhouettes in dark green.
Sure, it's going to take a while for the whole company to get to where Levine sees it going — we're hearing there may be some other lines under the A&F brand — but this new look is definitely a welcome one.