Marvelous Story of Abercrombie & Fitch

At the end of 19th century, a young man named David Abercrombie founded David T. Abercrombie Company in New York, which specialized in high end outdoors and hunting products. All of his clients are rich people who are fund of hunting and adventures, and among them was Ezra Fitch who was a successful lawyer and was the most loyal client. After a long period of court career, Ezra Fitch got bored about that kind of life which was far less interesting than selling shotguns. Finally in 1904, he managed to persuade Abercrombie who did not know how to refuse him to let him join the company. then the name of the company became Abercrombie & Fitch which is more difficult ot read and longer from Abercrombie which is also difficult to read.

While the two's combination was like marriage, everything was fine before marriage but after marriage they quarreled about even nothing. The conservative attitude of Abercrombie always drove Fitch who wanted to expand rapidly crazy. At that time A&F had already been a sports products supplier for high class. At the beginning of the 21st century, Abercrombie couldn't bear any longer, selling his share in the company, and retreated from the management.

However, in order to make the company’s name look cool and difficult to pronounce, Fitch decided to retain the front part "Abercrombie". After that, Fitch finally expanded the company as he wished. He opposed the rule that everything must be neat and clean and be put in a cupboard, it seemed that the clothing and socks had been used for two or three times, tents were filthy and dirty, and there was a fire in the corner of the shop. Even now A & F still kept this style. Because of the background of hunting, the symbol of A & F was the head of an elk. Thanks to the fire, instead of burning down the store, A & F opened its flagship store at the Fifth Avenue in New York, and began to sell sporting clothes for males and females. Fitch had his home made from wood shield on roof the reinforcement concrete store. Fish pond is designed for customers to test fishing rods. Many celebrities liked with A & F's equipments and clothing. Roosevelt's African expedition, Robert Peary's Arctic expeditions, Hemingway's shotgun, Hoover and Eisenhower's fishing tools were all provided A & F. In that year, A & F became the world's largest sporting goods company.

In 1928, Fitch who operated the company legendarily earned enough money and retired. After that, the company began to decline. And in 1970s, the U.S. Great Depression prompted the A & F’s bankruptcy. 1988, Limited bought sales department of A&F cheap products. In 1992, chairman of Limited Corporation appreciated the outstanding design talent of Jefferies on casual cloth and consequently recruited him to inject fresh energy to A&F name. Since then, A & F clothing sparked its youthful vigor. As to Jefferies, what customers wanted was high quality classical America clothing which expressed youthful attitude.

The logo in writing is embroidery and is good at absorbing sweat. It is not only very fashionable but also improves comfort significantly. Ever since, Abercrombie & Fitch started to transform into a clothing company and met with a huge success by using the worn-out students clothing style.