It wasn't so long ago you used to beg your mom to take you inside your local mall's Abercrombie and Fitch. Although the nearly toxic masculine scent was enough to make you keel over and you would need a flashlight to see anything, nothing could beat the effortlessly cool appeal of A&F's preppy clothes and that infamous moose.
It's probably been years since you even thought about entering the good old store of your youth, but with a new Abercrombie store concept about to release, you might just welcome the moose right back into your adult life.
Not the A&F you remember, right? For the first time in more than 15 years, a new A&F store prototype is launching in Columbus, Ohio, on February 17. The new store design reflects Abercrombie's new brand evolution and features a brighter lighting scheme and a more boutiquey feel (no more night vision goggles necessary!).
The new Columbus store is one of seven to open this year with the new floor concept. Designed for the best customer experience possible, the new A&F also features a fresh take on its signature clothing lines. The days of the fashionable moose aren't totally over, but A&F's new designs are nothing like the overly sexualized designs of the early '00s.
Instead of focusing on super tight-fitting clothing and suggestive T-shirts, the new A&F now embodies the character and style preferences of the modern millennial. The designs are fresh, crisp, and classic with a hint of trendy apparel, eons away from the chain's former offerings of super short skirts heavily branded polo shirts. And you won't see anymore half-naked men donning A&F's shopping bags or in-store campaigns (okay that gets a sad face).
But never fear, A&F's Instagram is full of attractive faces for you to ogle at!
"We are excited for customers old and new to rediscover what is at the core of this American Heritage brand: timeless, high-quality clothing that you want to live in," said Stacia Andersen, Brand President of Abercrombie & Fitch and Abercrombie Kids to Nasdaq.
Much of A&F's new, refreshed look is thanks to the departure of former CEO Mike Jeffries in 2014. Over the past three years, the brand has moved away from its heavily sexualized image and has placed more focus on better customer service (remember when you had to bribe one of the models to help you?).
So while shirtless models will no longer grace the A&F's store entrances, you won't be embarrassed to enter your favorite preteen store anymore–you'll actually want to now, anyway.
We'll leave you with a precious A&F memory of the past (gone but never forgotten, amirite?).