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It’s bachelorette season in America.

A few months in the past, I used to be at one such get together in Florida: 9 girls, one home, a zillion group actions to dress for. And one thing unusual began to occur. Nearly each time I complimented somebody’s outfit — a cute jumpsuit or matching set — inevitably the response was: “Thanks, it’s from Abercrombie.”

Wait, Abercrombie & Fitch? The darkish retailer on the mall that reeked of cologne and had salespeople who have been scorching and white and sporting virtually nothing? What 12 months is it?

Again residence in New York, I stumbled upon a real-life Abercrombie retailer and determined to analyze. The very first thing I observed was that it didn’t scent. Like something.

Then, I used to be impressed by the garments: fairly good high quality, first rate value, and types that labored for the 86 weddings I’ll be attending within the subsequent calendar 12 months.

I purchased an engagement party-appropriate gown, then headed as much as Central Park for a softball recreation with a few of my previous colleagues. Considered one of them observed my buying bag and knowledgeable me that I used to be not alone in my rediscovery of Abercrombie.

So many individuals are getting reacquainted with the model that its inventory quietly gained 285 p.c final 12 months, making it the best-performing inventory on the S&P index. It even beat out AI chipmaker Nvidia. And it’s not prefer it’s only a meme inventory: Abercrombie has generated greater than $4 billion in income within the final fiscal 12 months.

So, how did Abercrombie pull off its beautiful renaissance — seemingly beneath the radar?

This isn’t Abercrombie’s first comeback. One of many authentic American clothes manufacturers, based in 1892, it dressed everybody from President Theodore Roosevelt to Amelia Earhart. However the firm’s star turned and it finally filed for chapter in 1976.

Then, in 1988, it was acquired by The Restricted, the proprietor of massive mall clothes manufacturers like Victoria’s Secret. It put a brand new CEO in cost, Mike Jeffries. Jeffries turned Abercrombie right into a mall staple by concentrating on a brand new teenage clientele with American prep and a brand new, hypersexualized taste.

“In each college there are the cool and well-liked youngsters, after which there are the not-so-cool youngsters,” Jeffries advised Salon in 2006. “Candidly, we go after the cool youngsters … Lots of people don’t belong [in our clothes], and so they can’t belong. Are we exclusionary? Completely.”

That exclusionary ethos labored in some methods — Abercrombie & Fitch grew to become an iconic a part of tradition, getting name-dropped in exhibits like Mates, for instance. However in a lot larger methods, it ran the corporate instantly into scorching water. Over. And. Over. Once more.

In 2002, it offered thongs emblazoned with phrases like “eye sweet” and “wink wink” — within the youngsters’s part. Later that 12 months, it dropped a T-shirt designed to appear like promoting for a Chinese language laundromat, with the racist slogan “Two Wongs could make it white.”

There was even a Supreme Court docket case. Samantha Elauf, a Muslim lady, alleged that the corporate refused to rent her as a result of her hijab didn’t adjust to their “seems to be coverage” for workers. (“That is very easy,” Justice Antonin Scalia stated when he handed down a victory for Elauf in 2015.)

This was all taking place in distinction to a rising physique positivity motion. Finally, the dissonance — mixed with financial fallout from the Nice Recession — proved to be an excessive amount of. Its share value dwindled till lastly, in 2016, Abercrombie grew to become America’s most hated retailer. RIP.

After the model’s fall from grace, Abercrombie’s C-suite obtained a makeover. Jeffries was pushed out within the 2010s, and new executives took his place. Their first precedence was undoing a number of the harm Abercrombie had wrought on its picture within the aughts.

The previous Abercrombie (in)famously refused to promote garments in sizes bigger than L, or above a girls’s measurement 10. The brand new Abercrombie goes as much as measurement 32. Now, as an alternative of overly attractive photoshoots, its adverts are extra tasteful, that includes fashions extra consultant of a broader vary of potential prospects.

The brand new Abercrombie can be much less targeted on reacting to trend developments and appeasing highschool hierarchies, and extra on equipping a brand new technology of 20-somethings with fundamental, high quality items applicable for weddings and work, well-fitting denim, and durable exercise attire.

“They’re utilizing plenty of higher-end supplies like wool and cotton and cashmere, and there’s additionally been plenty of give attention to match,” Quick Firm senior author Elizabeth Segran advised Right this moment, Defined. “That is all actually necessary as a result of that is all taking place within the context of quick trend. And the quick trend world is famously about making garments as low cost as attainable and making them so fashionable which you could throw them out after just a few wears. That is very distinctly going in opposition to all of that.”

Segran says there’s a purpose you haven’t seen huge, splashy adverts saying Abercrombie’s return. Moderately than do an entire public reintroduction to the model — which in all probability would have required some kind of acknowledgment of its sordid historical past — Abercrombie executives have stated they wished the merchandise to steer.

They wished prospects to really feel like they’d found the brand new Abercrombie for themselves. So that they partnered with content material creators on social media, opened up new (scentless) shops in strategic areas, and relied on phrase of mouth to do the remainder.

“Our plan is to go from being the best-kept secret in trend to their favourite model,” Abercrombie’s head of merchandising Carey Krug advised Quick Firm.

Segran advised Right this moment, Defined that this revival isn’t just an Abercrombie story. Legacy retailers like J. Crew and Hole — which have struggled to compete with youthful direct-to-consumer manufacturers like Everlane and Reformation — may study a factor or two from Abercrombie’s revival.

“Abercrombie’s story exhibits us that if a model has this lengthy historical past and a spot in American retail historical past, it could possibly come again.”

This story initially appeared in Right this moment, Defined, Vox’s flagship every day e-newsletter. Join right here for future editions.