Abercrombie & Fitch Co. is an American lifestyle retailer, founded in 1892 which focuses on contemporary clothing targeting customers in their early 20's to mid 40's. Headquartered in New Albany, Ohio, the company operates four offshoot brands: Abercrombie Kids, Your Personal Best, Hollister Co., and Gilly Hicks with 780+ company operated stores across its brands, as of Q4 2024. As one of the oldest American clothing brands, the company originally marketed high-end outdoor clothing but by the early 1980s it had almost entirely changed its direction. In the 1990s, under the leadership of CEO Mike Jeffries, Abercrombie & Fitch underwent a meteoric rise, focusing on “casual luxury” fashion and specifically "the good-looking, cool kids" — using sophisticated sexualized advertising, prominently of fashion models in revealing outfits. The company has since refocused itself successfully, targeting a more diverse range of customers in their early 20's to mid 40's. Wikipedia