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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.

abercrombie and fitch

Jeans.

Gabbi Shaw/Insider


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.

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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).”

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Jeffries retired in 2014.

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