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In the past year, Abercrombie & Fitch has undergone a complete upheaval in an effort to shirk their reputation as a seminal garbage teen clothing company. Notoriously dickish CEO Mike Jeffries left his post, the brand has cut down on the signature macho, shirtless models and then, earlier this year, it poached menswear favorite Aaron Levine from Club Monaco to head up men's design. That was about five months ago and now we finally have a look at what they've been cooking up in Ohio at Abercrombie HQ. WWD reports that Levine was given a clean slate to work with and to do that he went into the A&F archives and looked at old issues of Esquire to breathe new life to the S/S 16 collection, some of which you can see above and below.
There's still strong shades of the A&F we know because brand equity is still brand equity, but the pieces definitely have an updated tone to them that are reminiscent of Levine's fantastic work at Club Monaco. Apparently, Abercrombie had never done linen before as a company, so Levine's first collection makes use of the classic warm weather fabric. As a whole, it isn't a huge departure, but it's most definitely a step in the right direction. Hopefully, future collections will see Levine's vision more fully fleshed out. If you're willing to give the brand a second (or first, if you missed the wave) shot, expect more news as the entire collection rolls out in December and hits stores for spring.
— Matthew Marden (@matthew_marden) November 11, 2015
Iconic #graphics inspired by our #archives. #AFPressPreview A photo posted by Abercrombie & Fitch (@abercrombie) on
Heritage-inspired classics at the Spring/Summer #AFPressPreview in #NYC. A photo posted by Abercrombie & Fitch (@abercrombie) on