I Visited Abercrombie & Fitch for the First Time in 10 Years — It Was Unrecognizable

One of the things the brand is still pushing is jeans — though I definitely noticed a more diverse array of sizes than the last time I walked in.

My distinct memory of Abercrombie’s jeans is that there were mostly 00 and 0 sizes available. For years, A&F didn’t offer anything above a size 10, a move the brand was criticized for.

Former CEO Mike Jeffries even said, “In every school there are the cool and popular kids, and then there are the not-so-cool kids,” in 2006.

“Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely,” he told Salon.

Jeffries later apologized, saying in 2013: “While I believe this 7-year-old, resurrected quote has been taken out of context, I sincerely regret that my choice of words was interpreted in a manner that has caused offense.”

In 2012, the brand also said: “We sincerely regret and apologize for any offense caused by the comments we have made in the past which are contrary to (the values of diversity and inclusion).”

Jeffries retired in 2014.