Cohorted Cult

Since 1892, Abercrombie & Fitch has been a specialty retailer of quality apparel, accessories and fragrance, inspiring global customers to feel confident, comfortable and face their Fierce. Today, they are welcoming the New Year by renewing their commitment to inclusivity. The brand is “officially” reintroducing itself to its customers through a multi-faceted campaign that features associates from across its business, highlighting their voices and experiences to firmly demonstrate who Abercrombie is now. 

“Abercrombie isn’t a brand where you need to fit in – it’s one where everyone truly belongs,” says Fran Horowitz, CEO at Abercrombie & Fitch Co.“We lead with purpose, and that inclusive and equitable spirit is woven throughout all we do.” 

The ‘Abercrombie Today’ initiative, celebrates diversity both in front of and behind the camera. It showcases the brand’s commitment to creating a space where everyone feels confident and comfortable in their own skin. Abercrombie Today builds on the purpose-driven initiatives that the brand has implemented over the past several years. In 2020, the brand launched the Abercrombie Equity Project, an initiative that is dedicated to empowering all voices and making a tangible impact by generating funding, enabling change and sharing the experiences of underrepresented communities.  

Furthermore, the brand’s commitments to sustainability have been established over the past three years. Abercrombie acknowledges its corporate responsibility to prioritise the environment and make more sustainable choices. Abercrombie & Fitch Co. aims to reduce water usage in production, prioritise sustainable energy usage and source environmentally friendly materials across its brands.