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Abercrombie & Fitch’s sordid past has just been (re)examined in the Netflix documentary White Hot: The Rise & Fall of Abercrombie & Fitch, reminding us why the Oughts mall staple became so hated. But although the documentary touches on the brand’s current standing, it doesn’t mention a surprising, and maybe even controversial truth about Abercrombie & Fitch in 2022: it might be cool again.

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Is Abercrombie & Fitch Cool Again?

As the new documentary explains, much of Abercrombie’s problematic branding (and behavior) can be traced back to its old leadership. But after years of problematic choices and bigoted statements, Abercrombie CEO Mike Jeffries stepped down in 2014. He was replaced by Abercrombie’s current CEO, Fran Horowitz, who has seemingly completely overhauled the brand’s image, marketing and looks.

The new Abercrombie has done away with its controversial (read: racist) slogan tees, non-inclusive sizing, and frat boy looks in favor of minimal basics, laid-back Nineties inspiration, and affordable upgrades for your office and going-out wardrobes. The moose logo and popped collars of the past have been replaced by baggy hoodies in muted colors, versatile summer dresses, and even knit polos worthy of Don Draper’s closet.

But these stylish new pieces aren’t the only reason for Abercrombie’s comeback. The brand has also turned to social media marketing (particularly on TikTok) where sponsored ads have led to organic trends. Last year, #abercrombiehaul and #abercrombiestyle were regular TikTok hashtags under videos of young fashion influencers reviewing — and liking— Abercrombie & Fitch’s new pieces.

(editor：)