At the end of 19th century, a youngster named David Abercrombie established David t. Abercrombie company in New York City. It specialized in sales of articles that were used in high-quality outdoor activities and hunting. His clients are all some the rich man of hunting and adventuring, and one of them is from beginning to end and a successful lawyer. Ezra Fitch had been involved in lawsuit for a long time and later he found life was uninteresting then would rather buy more appealing shotgun. Finally in 1904, David Abercrombie managed to persuade him to join Abercrombie which he did not know how to refuse. Since then, the company’s name had changed from the difficult concept of Abercrombie to a name which was more difficult to read - Abercrombie & Fitch.
However, the union was just like marriage. Everything was fine before it but they argued about everything. Abercrombie's conservative attitudes often drove Fitch who wanted to expand aggressively crazy. At this point the A& F was a supplier for the wealthy class to provide sporting goods. 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 allow the company's name look cool rap, Fitch decided to retain the previous "Abercrombie" part. Fitch could finally expand the company desirably. He broke away from the previous principle of having everything in cupboards neatly and cleanly. Thus, the clothes and socks in the store looked as if they had been used for times and the wigwams were also dirty. Besides, there was even a fire in a corner of the store. A&F still keeps such a style today. Because of its hunting background, the symbol of A&F is the moose. The fire is rising so well that the shop not only was not burned, but also opened a flagship store in New York's Fifth Avenue, which began to sell sports clothing for men and women. Fitch built himself a wooden room at the top floor of the concrete-building, and there was also a fishing pond for guests to try fishing rod. Many celebrities loved to use A&F's equipment and clothing. Roosevelt's African expedition, Robert Peary's Arctic visits, Hemingway's shotgun, Hoover and Eisenhower's fishing tackles were all from A&F. In that year, A& F became the world's largest sporting goods company.
In 1928, legendary Fitch earned enough and retired. After that the company climbed down, the great depression in 70s forced A&F to declare bankruptcy. In 1988, Limited Corporation bought A&F's marketing department for cheap products. In 1992, Limited Company's Chairman took a fancy to Jefferies’ outstanding gift on casual clothing design. Consequently, he recruited him and added a new vitality to the A & F’s brand. From then on, the A&f clothing burst into vigor. As far as Jefferies is concerned, what is demanded by customers is classical American apparel which is of high quality and reveals young minds as well.
The Logo in the front is emboidery and its absorption of perspiration is better, it is not only full of fashionable new ideas but also is very comfortble. Abercrombie & Fitch changed into a clothes company and achieved great success by the college students' shabby style.
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