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Cult brand Abercrombie & Fitch reinvents itself

At the end of the 19th century, someone stepping into ‘Abercrombie & Co’, a small shop on the waterfront in downtown Manhattan, would have found him- or herself in the midst of a large selection of expensive and in some cases quite exotic outdoor and sports equipment. The shop had everything – from tennis shoes to snake-proof sleeping bags and hunting rifles for big game. David Abercrombie had established the company on 4 June 1892, and one of his regular customers, wealthy New York businessman Ezra Fitch, soon became his partner. Abercrombie & Fitch clothing, guns, fishing tackle, equipment for camping and water-sports and expedition gear were the epitome of proper outdoor appearance and opulence in American society for more than half a century.