Edgy prep hits Singapore. Abercrombie & Fitch is a 120-year-old brand that began as a purveyor of high-quality outdoorsmen attire in New York.
Abercrombie & Fitch is a classic brand and over the last few decades, the brand has gone through business changes and has recently been under the umbrella of The Limited Brands group — which includes Victoria’s Secret — and as with that sexy lingerie brand, Abercrombie & Fitch’s distinct edginess has really come to the fore. Through it all though, they have stuck to their leisurely outdoorsy roots.
It has, of course, evolved to become a favorite among edgy prepsters and Ivy Leaguers the world over and now it is making its debut in Singapore. Famous for, and some would even say infamous, for their ad campaigns and marketing gimmicks that usually push the envelope, Abercrombie & Fitch seems to be all in when it comes to keeping hipsters hip.
This new flagship store in Singapore—located at Knightsbridge on Orchard Road, it opened with a splash, featuring dozens of shirtless A&F guys lined up on Orchard Road for a week—represents only the second foray into an Asian country for
the iconic American label, after the incredible success of its stores in Japan.
Earlier in 2011, A&F opened their first-ever stores in Paris and Copenhagen. Prominent figures who were A&F loyalists in the early decades of the brand include U.S. presidents Teddy Roosevelt, Dwight Eisenhower and John F. Kennedy, aviator Amelia Earhart, actresses Greta Garbo and Katharine Hepburn, actor Clark Gable, author John Steinbeck and several others.
Photos: Abercrombie & Fitch website (top) and Facebook site (bottom)
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