Abercrombie & Fitch

A long road to becoming a major perfumer

In its early days, in 1892 to be precise, the American-born company was still called David T. Abercrombie Co. Abercrombie Co. This was in reference to its founder, David Thomas Abercrombie. It opened its first store in Ohio, selling hunting and fishing equipment. A far cry from today's fashion image. In 1900, Ezra Hasbrouck Fitch bought part of the company. It wasn't until 1904 that the company's definitive name, Abercrombie & Fitch, was established. The two partners successively stopped working in 1907 for Abercrombie, and in 1928 for Fitch.

In 1939, the company began to specialize in the sale of sporting goods, and it must be said that it was a great success, as it took the lead in the entire sector at international level. However, the company suffered a number of setbacks and was no longer able to hold its own. Worse still, the company declared bankruptcy in 1977 and closed down.

Two years later, however, Oshman's Sporting Goods took over. The latter focused on mail-order sales, again of hunting apparel and a few novelty items. The company opened its first store in Beverly Hills, but sales were a little slow at first.

It was not until 1992, when the company was taken over by the famous Mike Jeffries, already at the head of a century-old empire, that it experienced its revival. First and foremost, he set out to produce a line of sportswear. He drew his inspiration from the Ivy League, and what made him stand out was his rather extravagant and daring approach to communication, opting for a touch of sexiness, and occasionally even a little more. This company executive finally resigned in 2014.

Today, the brand showcases its tee-shirts and polo shirts, as well as its vintage jeans, under the impetus of new artistic director Katia Kuethe. At the head of the company is Arthur Martinez. The atmosphere in Abercrombie & Fitch stores is therefore an institution, as customers are plunged into darkness, in a noisy, heavy sound environment carried by music played on a loop. Here you'll find the famous bare-chested mannequin salesmen with whom you can take a photo. One of the special features of this brand is that your clothes and handbags are scented in exchange for a purchase. The business is flourishing, and in 2008 there were around 1,000 stores worldwide, ¾ of them in the United States.

Stars and Abercrombie & Fitch

Originally aimed at teenagers, the brand has gradually revised its target clientele, now choosing consumers between the ages of 18 and 25. However, many teenage stars have already worked with the brand by posing with its clothing line. These include Jennifer Lawrence, Taylor Swift and Emma Roberts. For one of its campaigns, the brand also hired celebrities such as Jacob Artist and Alexander Ludwig, back in the days of Mike Jeffries. The adventure goes on, and Abercrombie & Fitch continues to thrill us.