From some vantage points, our generation cannot separate itself from that visceral relationship we had with Abercrombie and Fitch when we were young. A perfect example, Earnest Sewn, Trovata, Corpus, Steven Alan, and Gilded Age. Need we say more? All in operation for ten years at most, all with that familiar flavor of WASPy Americana that deviates just slightly from other 'classic' labels, like Ralph Lauren. A good majority of us, upper middle class (well, at least more of us than in any generation in America, ever), a good majority of us going through puberty in shopping malls where the dark lights, loud music, and sexy employees, made Hot Topic look like kiddie land. It's no wonder we spawn likeminded brands (even if much better versions) by the season.
Our network partner, Fashion Indie, is no stranger to these phenomenon. Indeed, his knowledge of fashion is more cerebral than what's 'cute' and so brought us a video wherein a Gen-Y Abercrombie protest errupts. The Abercrombie wars are starting and we predict the whistle will blow on the day the company takes over the 16 year old DKNY billboard in Soho. It seems you're either with them or against, even when everyone's topless.
Parading around butt cleavage ain't no thang in Abercrombie & Fitch's book. It's like totally intentional, actually, so a Virginia Beach store manager ignored incoming customer complaints regarding a few of the posters with plumber's crack on display. Local law enforcement wasn't digging the low rise funk either, so they confiscated the posters and slapped an obscenity charge on the manager. A&F maintains that butt crack is where it's at, but what do you think: should the brand be allowed to smuggle in crack to sell clothes?
I know you're picturing that famous scene in Clueless when the song "All the Young Dudes" comes on and we see a group of sloppy dudes in slow motion walking in their baggy pants, mismatched separates, and backwards baseball caps. That's the look I was going for here — just Fabified. Young dudes will wear what they will, but you can always try to point them in the right direction. Here are some pointers.
Ruehl, Abercrombie & Fitch's lesser-known older sister, has just launched its e-commerce site, Ruehl.com. The store currently specializes in handbags, cologne, and perfume geared for 22 to 35-year-olds, but will expand to include its entire assortment of apparel, jeans, and outerwear for Spring.
The Riley bag, shown second from the left above, which comes in Sienna or Chocolate and retails for $298, is a best-seller. Before you brush this aside and say that Abercrombie's not your thing, give the site a scan. Did I mention I can't wait to see what the clothes will look like?!
100 shirtless men descend on Abercrombie & Fitch. Sound like a dream? It was an Improv Everywhere skit to test how far they could infiltrate the "Shirtless Zone" that is A&F. I love when the guy with the gut hangs out with one of the buff shirtless models whose sole job is to stand outside and attract people. It's fun and games until security comes by...(Click here for Mad TV's take on A&F.) Thanks, Bella!