At the end of the 19th century, a young man called David Abercrombie has created the David t. Abercrombie company in New York City, and the company sale the senior outdoors activity and hunting appliances. His customers are wealthy but in favor of hunting and adventures, the most faithful of whom is a successful lawyer whose name is Ezra Fitch. Having engaged in lawsuits over a very long career, Ezra Fitch felt life was boring and it had more fun selling hunting rifles. In 1904, he finally succeeded in persuading the don't know how to refuse Abercrombie, let him to join our company, the company name from the more difficult to read and Abercrombie into long Abercrombie & Fitch.
While their combination was just like marriage, that is, everything was fine before marriage, buy nothing was fine after marriage. Abercrombie's conservative attitude often drove Fitch who always wanted to expand the company quickly crazy. At that time, A & F was the supplier of sporting goods for the ranks of wealthy. At the beginning of 20 century, Abercrombie finally could not take any more and he sold his share in the company and quit.
However, Fitch decided to keep the former Abercrombie part in order to make the name of the company look like rap and cool, after that, Fitch could expand the company at his will at last. He is always against the principle that everything must be put neatly and cleanly in a cupboard. The clothing and socks in the shop seem to have been used for two or three times, while the tents are dirty and there is also a fire in the corner of the shop. A&F still keeps such a style today. Because of its hunting background, the symbol of A&F is the moose. The fire was great not to burn down the store, but set up the flagship store in the fifth avenue in New York, in which men and women sports clothing are sold. Fitch built wooden house as his own home on top of a armored concrete building, also there is fishing pond in the shop for guests to try fishing. Lots of famous people prefer A&F equipment and clothing. Roosevelt's African adventure, Robert Peary's Arctic research, Hemingway's hunting gun, Hoover and Eisenhower's fishing tools all came from A&F. In that years, it was the biggest sports equipment company in the world.
In 1928, operating legendary Fitch earned enough to retire. Afterwards, the company began to decline and the U. S. Great Depression in 1970s led A&F to declare bankrupt. In 1988, Limited purchased A&F's sales department of cheap products. In 1992, the superior talent of Jefferies in the casual clothing design was appreciated by Limited Company's Chairman, so he employed him to add a new vitality for A&F. Since then A&F began to beam. In Jefferies's opinion, what consumers want are classic American clothes with high quality and expressing young mental attitudes.
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 has made the transition to be a clothing company and has made great success by college students’ worn clothing style.
