Abercrombie & Fitch used to be the symbol of teenage coolness across the country. But just like baggy pants and velcro sneakers, its cool factor eventually melted into a puddle of lameness.
With hipster trends and individuality taking over the fashion world, nobody wants to be seen with a huge "Abercrombie and Fitch" logo across their shirt.
It just screams mainstream. It says you have no style. Where's your personality, bro?So what is Abercrombie going to do about this? Remove the logo, duh.
Lauren Wolfenden, a senior analyst at fashioin consultantancy WGSN, told The Christian Science Monitor that, "Personal style, specifically with teens, is becoming less about fitting in and more about standing out. A&F has wised up to this by phasing out the cookie-cutter logo-ed product look and bringing in trendy pieces that can be worn in a multitude of different ways."
So will the logo-less Abercrombie be a hit with teens? Will Abercrombie find a way to fit in with the cool kids?
The new designs will hit shelves this Spring, so we'll see then.