The new Abercrombie & Fitch

Change is afoot at Abercrombie & Fitch. Handsomely rising above the troubles the company faced a little while ago, new Creative Director  Aaron Levine returns the American outfitter to its historic roots. Released this Spring, suede jackets, heritage knitwear and updated denim fits ring in a new era for Abercrombie & Fitch.

Following his appointment at Abercrombie & Fitch in June 2015, designer Aaron Levine relocated from New York to the company’s head offices in Ohio. His first offering for the label has much in common with the rural beauty of Ohio, steeped in history and focused on outdoor pursuits. Above all, it marks  Abercrombie & Fitch’s return to its early years. Founded in New York in 1892 by David T. Abercrombie and Ezra Fitch, the duo initially specialised in fine sportswear, outfitting explorers (from boots to gun) and fishermen galore. The company also prepared travellers for distant Safaris, and the new collection references these adventures in linens and soft suede, and a colour palette limited to camel, indigo, faded green and rich oxblood. There are cashmere sweaters, worn layered over faded Tshirts, chunky fisherman knits and classic cardigans. Fabrics are treated to complicated processes inspired by the wear and tear we imagine might occur in the American plains, including destroyed necklines with hand repair. That American perennial, denim jeans, has also benefitted from an update. Slimmer in cut, they are now also unlabelled. The new, rugged, Abercrombie & Fitch man has cast aside his surfboard to explore the American hinterland. FB

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