How Abercrombie made a comeback

Today, Explained

Vox

Daily News, Politics, News

4.4 • 9.5K Ratings

🗓️ 29 November 2024

⏱️ 25 minutes

🔗️ Recording | iTunes | RSS

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Summary

Fast Company’s senior fashion writer Elizabeth Segran explains how the company overcame a problematic history to pull off a renaissance in this rebroadcast of our episode from July. This episode was produced by Amanda Lewellyn, edited by Amina Al-Sadi, fact-checked by Matt Collette, engineered by Patrick Boyd and Andrea Kristinsdottir, and hosted by Noel King. Transcript at vox.com/today-explained-podcast Support Today, Explained by becoming a Vox Member today: http://www.vox.com/members Abercrombie & Fitch models in 2005. Photo by David Pomponio/FilmMagic for Paul Wilmot Communications. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Transcript

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0:00.0	Summer of 1999, Brittany had her first hit. TLC had their million.
0:11.8	American Pie was in theaters. Carson Daly was on TRL. And the cool kids wore Abercrombie and Fitch.
0:17.9	Abercrombie didn't invent the American teenager. Hollywood did that.
0:21.5	You're tearing me apart.
0:24.1	But for a time, it defined what it meant to dress and act like a teenager.
0:28.9	Look at him! It's like Abercrombie's making people now!
0:32.1	But then the brand cratered, done in by the cheap shots it took at women, Asians, West Virginia, and male gymnasts, among others,
0:39.4	and a CEO who was recently charged with running a sex trafficking ring.
0:44.3	But quietly, Abercrombie has been mounting an incredible comeback.
0:48.1	You might even find yourself in one this Black Friday, and you will not be alone.
0:53.6	Coming up on Today Explained.
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	...

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