Say Hello to the Brand New Abercrombie & Fitch

The brand finally unveils its overhauled new look.

It's been a long time coming, but the re-branding of Abercrombie & Fitch is officially complete.

The brand—which has been slowly refining its clothing, advertising, and overall image for a little over a year now—unveiled revamped look and a new mission statement on Thursday. In short: the company that once promoted a very specific vision of youth culture is getting a fresh start that nods to its past as a sporting goods supplier, but looks toward the future with a refined ease. In a fun way!

"Rather than buying clothes that symbolize membership in an exclusive group, today’s consumer celebrates individuality and uniqueness," said A&F's president and chief merchandising officer Fran Horowitz in a satement. "Our new brand reflects that confidence and independence of spirit as well as our own dedication to a more diverse and inclusive culture."

In addition to a re-worked denim collection, clothing that is mostly free of signage, and the inclusion of a much wider variety of models in its campaigns, the brand has wiped its social profiles clean so that its new message doesn't have to compete with its old one. The logo, which features an old-timey white font that spells A&F Co on a red background, is brand new.

Whether all of these changes will get customers into stores remains to be seen, but with clothes this good, we can't imagine people staying away for too long.

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