ABERCROMBIE & FITCH – DIE ALL AMERICAN KULTMARKE
In 1892 David Abercrombie opened a small but fine shop for outdoor clothing, camping, fishing and hunting equipment on South Street in downtown Manhatten. He soon became friends with one of his regular customers, the New York lawyer Ezra Fitch. He enters the business, which will be soon operated under the name Abercrombie & Fitch. The company expands, attracts prominent customers such as Teddy Roosevelt and John F. Kennedy, and in 1939 becomes the best sports shop in the world. In the meantime David Abercrombie leaves the business as the expansion plans of his partner go too far for him. But the name remains and after disappearing from the market in the 70s, is revived in 1988.
Although the theme of outdoor clothing is reminiscent of the brand's roots, high quality is now becoming a unique brand experience. Clothing is more than just to wear, it is an expression of a holistic lifestyle. Surfer Style and College Look in vintage-used look are absolutely American and are aimed at a young target group. Authentic, all American. Lightheartedly cheerful, irresistibly self-confident - and above all timeless and cult.
In 1996 the company was listed on the stock exchange and is one of the most popular brands in the USA and all over the world. The brand experience also includes the unique store concept with sound design and fragrance ambience in around 250 stores worldwide. The former college kids have grown up and have retained their carefree lifestyle.