Marvelous History of A&f

When I can no longer bear to think of the victims of broken homes, I begin to think of the victims of intact ones.

At the end of 19th century, a young man named David Abercrombie set up David t. Abercrombie & Co. in New York City, particularly selling upscale equipments for outdoor activities and hunting. Its clients were all rich people who loved hunting and adventuring among whom there was a lawyer Ezra Fitch who was also the most loyal one. Ezra Fitch felt boring after many years of lawsuit life, instead, he liked to enjoy the fun of selling hunting guns. At last, in 1904, he successfully persuaded Abercrombie who did not know how to decline to join the company. Since then, the name of the company was changed from Abercrombie which was difficult to spell to another lengthy Abercrombie & Fitch.

However, the combination of the two is like a marriage. Before the marriage they were being good to each other but after that they quarreled on almost any trivial things. The conservative attitude of Abercrombie often freaked out Fitch, which intended to have a rapid expansion. At that time A&F had already been a sports products supplier for high class. At the beginning of 20th century, Abercrombie at last could not bear it. He sold his shares in the company and left the company.

However in order the company's name sounded cool, Fitch decided to keep the Abercrombie, after that Fitch finally could expand the company as he wished. He destroyed the principle that everything should be placed in cupboard in tidy. He made the clothes and socks in the store look like used several times, and the tents were dirty, and he even burned a fire in the corner of his store. This style has been kept even now. Because of the background of hunting, A & F used the head of moose as their sign. That fire was good and it turned out that the store had not been burnt down but a flagship store where men’s and women’s sportswear was started to be sold was opened in Fifth Avenue in New York. Fitch built a squatter in the attic of a building of steal reinforcement and concrete as his own home. In the shop, there also was a fishing pond for guests to try the fishing rod. Lots of celebrities were fond of using tools and clothes of A&F such as for Roosevelt's adventure in Africa, Robert Peary's expedition in North Pole, Hemingway's shotgun, Hoover's and Eisenhower's fishing tackles. In that year, A&F became the largest sports goods company in the world.

In 1928, Fitch who operated the legend earned enough and retired. After that the company began to decline, and the U.S. Great Depression in 1970s made A & F declare bankrupt. In 1988, Limited bought sales department for cheap products in A&F. In 1992, The chairman of Limited company found the outstanding talents of Jefferies on the designs of casual clothing, so he took him into the company to add new vital force for the brand A&F. From then A&F began to bloom young energy. In Jefferies' eyes, the customers want classic American wearings in high quality and which can reveal young people's attitude.

The LOGO is positive words, absorbent embroidery, not only is full of fashionable dress of innovative, will feel comfortable and natural greatly increased. Abercrombie & Fitch has made the transition to be a clothing company and has made great success by college students’ worn clothing style.