Your Fresh-Faced Abercrombie Crush From The 90s Just Moved To Brooklyn And Grew A Beard
By Sidney Morgan-Petro

The new Abercrombie campaign shows how the brand is returning to its roots and growing up a little. WGSN Retail Editor Sidney Morgan-Petro reports

Mar 15, 2016
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Remember your 90s bedroom walls plastered with Abercrombie shopping bag cut-outs? Or maybe you were super cool and someone bought you the R-rated A&F Quarterly that came in the shrink-wrapped package behind the counter? Well those fresh-faced muscle-bound rugby-playing hotties have grown up – and that’s not the only thing that’s changing for this iconic retailer.
But first, let’s appreciate this lookbook from Abercrombie’s S/S 16 menswear collection, now available in stores and online.

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The beard, the man-bun, the tattoos, the rugged good looks!
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It’s no secret that Abercrombie has been re-strategising in recent seasons, embracing more trend-led merchandise and straying from the logo-happy collegiate looks that dominate many millennial’s high school memories. Returning to its roots and an ‘elite outfitter of sporting goods,’ Abercrombie is switching gears, aiming for a slightly older audience that will appreciate the recent upgrades in materials and construction. Price points remain attainable, albeit slightly higher than before, spanning a range between $60-$200.
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Broken down into individual garments, the Abercrombie signature look remains, it is in the styling, details and materials that the Americana retailer hopes to win you over. The look is more mature, confident in a new way.
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Operating under new creative director, Aaron Levine, (of former Club Monaco fame – a big coup for ANF,) expect to see this stylised direction continue. The days of Fierce cologne billowing through the wood-paneled, plaid carpeted rooms may be coming to end. And that’s okay.
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For in-depth brand strategy, retail news, and further detailed analysis of campaigns, join WGSN.

Your Fresh-Faced Abercrombie Crush From The 90s Just Moved To Brooklyn And Grew A Beard
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