Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Abercrombie Attempts to De-Snobify Its Brand Statement

Image via The Fashion Spot
Image via The Fashion Spot

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

In rebranding effort #485, Abercrombie & Fitch has decided to tone down its brand tagline. The Fashion Spot reports that the brand statement originally described Abercrombie as "rooted in East Coast traditions and Ivy League heritage," and the symbol of "privilege and casual luxury." Now, in an effort to appeal to a demographic that doesn't pop their collars and summer in the Hamptons, the statement has been revised to state that Abercrombie is "the essence of laidback sophistication with an element of simplicity," which "sets the standard for great taste."

Likewise, the brand statement for abercrombie kids (which is now a&f kids) has been reworded from "the essence of privilege and prestigious East Coast prep schools" to "the essence of fun and friendship, a&f kids celebrates each moment by sharing its effortless great taste with the world." Because those East Coast prep schools are nothing if not bursting with fun and friendship.
· Abercrombie's Makeover Continues With New Brand Descriptions [TFS]
· The Pay Gap Between Retail CEOs and Store Employees Will Astound You [Racked]
· Can Once-Mighty Teen Retailer Aeropostale Save Itself? [Racked]