Abercrombie & Fitch is cleaning up its image with new branding and fresh denim looks and styles for both men’s and women’s.
After a drama-filled decision to not sell itself earlier this month, and a rocky year for retailers, the company continues its efforts to restructure and rebrand. For the first time in 15 years, the brand will do a complete overhaul of its offerings, re-imagining and renaming every fit, with stitch-free back pockets. Abercrombie’s denim range will also introduce innovative fabrics that add value to the brand’s core offerings.
For women, A&F debuts a 360 degree sculpt fabric to give women a leaner silhouette. The new styles include: the Harper, a low-rise jean offered in super skinny, ankle and jegging fits; the Simone, a high-rise jean in ankle, cropped wide leg and super skinny fits; the Annie, a vintage-inspired girlfriend silhouette with slight tapering above the ankle; and the Ames, a low-rise boyfriend style with a relaxed, lived-in feel.
The brand focuses on premium selvedge denim for men, and adds stretch for comfort. The men’s new fits are Felix, the slimmest fit in the collection from top to bottom; the Langdon, a slim fit; the Rustin, a wider thigh fit with a tapered ankle; the Kennan, a classic straight-leg, and the Kilby, a straight fit with a bootcut leg.
Both men’s and women’s denim include rigid fabrications, an homage to the brand’s history of American authenticity, according to A&F. The collection is available now.