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Abercrombie & Fitch


The brand started in 1892, Manhattan, by David T. Abercrombie. Clients were hunters and explorers looking for equipment, clothing and weapons. Since then, the brand has adopted a moose as its symbol. His clients included Presidents Theodore Roosevelt and Gerald Ford. In 1900 Erza Fitch, one of its main customers, joined the company and the company was officially called ABERCROMBIE & FITCH in 1904. In the 1930s the store also sold clothing and equipment for tennis, golf and riding. The brand was considered aristocratic, losing ground between the 50s and 60s, when large sports product chains expanded along with the expansion of the middle class. In 1977, Abercrombie & Fitch went bankrupt and was then bought by a Houston sports store chain, Oshman's Sporting Goods, was carefully reinvigorated and modernized by executive Mike Jeffries, growing again and winning over new consumers, especially young consumers , with its casual, casual and sensual clothing lines.