Abercrombie & Fitch is an upscale clothing brand founded in 1892. Initially established as outfitters of high-end sporting and excursion equipment, it was purchased in 1978 by Oshman's Sporting Goods, and later sold to The Limited in 1988, the latter of which turned A&F into a brand offering casual apparel for young adults.

The stores, particularly in the late 90s, attracted controversy for their advertising campaign, some of which believed was over-sexualised. Other points of concern included employment practices, use of potentially-deafening EDM in its stores, and a drop in profits during the 2000s. In response to its decline, Abercrombie & Fitch, which had been purchased by the BigSpin Corporation in 2013, announced a renovation of its image in 2015, which included the elimination of shirtless models, store remodelings, customer service improvements and promotion of diversity in its workforce.

In July 2016, BigSpin Corporation sold Abercrombie & Fitch to the Japanese conglomerate Kabushiki Gaisha ABS, along with American Eagle Outfitters, Justice & Brothers and Aeropostale. KKABS positioned A&F as the flagship brand amongst its clothing retailers, and tasked itself with the continued improvement of the brand's image and sales.

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