Making the Brand Cool (Again)
Abercrombie & Fitch’s 2016 Collections
By hiring Aaron Levine as their VP of Men’s Design, Abercrombie & Fitch set out to change their popular image. Levine, formerly the men’s designer at Club Monaco, immediately went into the 124-year-old brand’s archives to find inspiration for his new line.
The result is a mix of stylish, casual clothing rooted heavily in traditional designs. Outerwear stands out with a Sherpa-lined parka, a wool mac and a trucker collaboration with San Francisco’s Golden Bear. Also, Abercrombie is bringing to market cashmere sweaters and washed flannels as cold-weather upgrades. What Levine has done with a brand most commonly associated with strong cologne and shirtless models is exemplary, and it looks like it’s just the start.