Abercrombie & Fitch started as a store for outdoorsmen and evolved into the epitome of preppy cool.
But recently, the store has lost its way.
Abercrombie has been criticised for excluding large women and promoting unrealistic standards of beauty.
Sales were also hit as more alternative fashion trends became more popular.
David T. Abercrombie founded the waterfront company at South Street in Manhattan in 1892. It sold hunting and fishing equipment and was called Abercrombie Co.
A few years later, Ezra Fitch, a high-profile lawyer and regular customer, purchased a large share of the growing company. In 1906, when he was officially named a co-founder, the store was renamed Abercrombie & Fitch.
Abercrombie wanted to continue to provide outdoor gear while Fitch had a greater interest in the general retail so the two eventually parted ways.
Abercrombie sold his share of the company in 1907, enabling Ezra to achieve his goal of expanding the store's general retail. A&F started a mail-order catalogue and opened a 12-story location on Madison Avenue in New York City.
The department store had a shooting range and golf school in addition to sporting goods and apparel.
In 1910, it became the first retail store to sell both men's and women's clothing.
Like many others, Abercrombie & Fitch struggled during the Great Depression, but prospered again shortly after.
The company reached its sales peak in 1947 and continued to expand into the 1950s.
Stores opened in Florida and San Fransisco but sales slumped in the 1960s when then company president John Ewing refused to reduce prices.
Company president Sally Frame-Kasaks left Abercrombie & Fitch in 1992 and was replaced by Mike Jeffries.
Jeffries foresaw the expansion of the teen retail market in the 1990s and made it the focus of Abercrombie & Fitch.
Jeffries took Abercrombie & Fitch in a preppy, casual direction while maintaining some of the of the outdoor flair in the brand's marketing.
He also turned up the heat and hired photographer Bruce Weber to shoot sparsely dressed models for the brand, frequently in provocative poses.
LFO, a pop/rap group comes out with the single 'Summer Girls' in 1999 that includes the lyrics: 'I like girls who wear Abercrombie & Fitch, I'd take her if I had one wish.'
The song spent four weeks at No. 3 on the Billboard Hot 100 that year.
Parents grew concerned about the message and impact Abercrombie and Fitch's racy campaign was having on its targeted adolescent market.
But the company's popularity with American youth grew and consequently, Abercrombie & Fitch expanded rapidly under Jeffries.
When he took the reins of the company with the moose logo in 1992, there were 36 stores that generated approximately $50 million in annual sales. In 2012 the company had grown to include more than 1,000 stores with annual sales surpassing $4.5 billion, according to its annual reports.
According to the San Fransisco Chronicle, in 2002 Abercrombie & Fitch recieved substantial public backlash from Asian Americans for T-shirts featuring caricatures with slanted eyes and rice-paddy hats.
Trouble continued one year later when WWD reported that the company's 'magalog,' A&F Quartlery, was discontinuing. Though the publication, frequently featuring nude models, received public protest, a lack of interest was the reason it folded.
Issues were released in 2008 and 2010 but there haven't been any since.
A class action lawsuit was filed against Abercrombie & Fitch in 2003, alleging the company engaged in discriminatory hiring practices against African American, Latino and Asian American applicants.
The complaint claimed store managers were instructed to deny that their store was hiring if applicants didn't fit the 'A&F look,' amongst other illicit practices.
In November of 2004, Abercrombie & Fitch agreed on a settlement and was required to pay $40 million to applicants and overhaul its hiring practices.
Former Abercrombie & Fitch model Benjamine Bowers sued the company and a modelling agent after he was asked to masturbate at a 2011 photoshoot, The New York Daily News reported at the time.
The agent, Brian Hillburn, allegedly told Bowers to masturbate so he would appear more 'relaxed.'
Hillburn then allegedly exposed himself to Bowers and made comments about the similarity in their penises.
Bowers claimed that he was asked to do the photoshoot entirely for Hillburn's own interest and filed a $1 million suit against him and Abercrombie & Fitch.
A former pilot who filed an age discrimination lawsuit against Abercrombie & Fitch in 2012 disclosed an 'Aircraft Standards' manual for Jeffries' private jet that raised some eyebrows.
The 40-page manual explicitly required the male models to wear Abercrombie & Fitch polo shirts, underwear and flip flops when on board. They also had to wear Abercrombie & Fitch cologne.
Black gloves were required to be worn when handling silverware and white gloves when setting the table aboard the G550 jet.
International expansion had been a focus of the company for the five years leading up to 2012, but international sales decreased 26 per cent from 2011 to 2012, Business Insider reported earlier this year.
Stores in Europe and Asia were the reason the company gave for forecasting a first quarter loss to in 2013.
In a 2006 interview with Salon, Jeffries said sexual attraction was important to the 'emotional experience' in the stores.
'That's why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that,
In a May 15 Facebook post, Jeffries issued what was viewed as a pseudo apology for his 2006 comments, and the company's future suddenly seems uncertain.
Abercrombie & Fitch reported a 9% decrease in revenue and a 17% drop in same store sales for the first quarter of this year and has scaled back expectations for the year.
Jeffries, 68, entered an employment agreement in 2008 to remain CEO of Abercrombie & Fitch through February of 2014. There is speculation that his tenure with the brand will come to an end when his contract expires in an attempt to redefine the brand's definitions of 'cool' and recapture consumers.
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