U.S.

Abercrombie & Fitch Removing Logos From Its Clothing

Abercrombie & Fitch is ditching the very thing that helped make its clothing famous: its logo.

Abercrombie & Fitch Removing Logos From Its Clothing
Getty Images

Middle-schoolers of the late 90s, teenagers of the early 2000s, parents who paid too much during trips to the mall: prepare to have your minds blown. Abercrombie & Fitch is saying goodbye to its logo.

ABC"Apparently today's teens don't want branded clothing and are actually more price conscious these days. Abercrombie sales have been down for 10 straight quarters."

This is big news for a company that has been all about its brand: the key to Abercrombie was that its name was on everything. 

And it seems like the logo is leaving the vast majority, if not all, of the company's clothing.  The Columbus Dispatch quotes CEO Mike Jeffries: "We’d want to be out of the logo business essentially by next spring.” 

The brand has been in trouble as of late. In 2013, criticism over Abercrombie's lack of larger sizes. Around the same time, a statement Jeffries made in 2006 resurfaced. He said only "cool kids" belong in his clothing and called his company "exclusionary." Many took this to mean plus-sized women aren't cool and aren't "meant" to fit into A&F clothing.

After that controversy, the company finally relented and said it would offer those plus-sized customers some options ... online ... eventually. 

We checked several clothing items and did see some of them, but not all of them, even offered the size XL. 

But Jeffries doesn't seem phased by his company's drop in sales. Forbes has more from him: 

"‚ÄčIn a continued challenging environment, our sales for the second quarter were somewhat below plan, but we have seen modest improvement since the Back-to-School floorset." 

Thursday Abercrombie reported its quarterly sales and acknowledged net sales had decreased by almost 6 percent.