Abercrombie & Fitch may not be a name that you’ve heard for a while. It seems to have really gone off the radar after society came to the conclusion that there was something slightly odd about hiring model-like men to stand topless outside their store all day (whatever the weather). But can you remember that really, really overwhelming cologne they all wore? It’s probably the same one that your first kiss practically drenched himself in, too.
Back in my teenage years, ‘Fierce’ by Abercrombie & Fitch was what fantasies were made of. It embodied masculinity, not that I really knew what that was at that stage in my life. All I knew was that I couldn’t wait for my new boyf of one week to give me his Jack Wills hoodie which absolutely reeked of this signature scent. Fierce was unavoidable. Even when you thought that you were a safe distance from an Abercrombie store, it would still find you and hit your nose like a tonne of bricks.
I am both happy and sad to say that now, an era is over. In an attempt to re-brand, Abercrombie & Fitch are changing up its trademark and replacing Fierce with a new line of fragrances, which this time will be gender-neutral.
The new scent, ‘Ellwood’, is one of three unisex fragrances that the brand will be launching. In comparison to Fierce, this new perfume has been described by one of A&F’s reps to Seventeen.com as ‘clean, subtle, and simple yet memorable’.
That means you’ll no longer be getting whiffs of your repressed teenage memories when you’re peacefully trying to shop, hallelujah to that. They’re even ditching their moose logo and finally putting some lights on in their stores!
It seems as if Abercrombie & Fitch are drastically rebranding their business as a critical last attempt to turn things around. Can you believe that they've only just realised that their stratedy of making A&F exclusively for 'hot' people was poorly thought out? Hats off to them for finding ways to be more inclusive - better late than never. But I’m sure many will miss the days of Fierce. It holds sentimental memories, the good, the bad and the ugly, for an entire generation.
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This article originally appeared on The Debrief.