Elizabeth Segran

Summer of 1999. Britney had her first hit. TLC had their millionth. American Pie was in theaters. Carson Daly was on TRL. And the cool kids wore Abercrombie and Fitch. Abercrombie didn't invent the American teenager. Hollywood did that.

Summer of 1999. Britney had her first hit. TLC had their millionth. American Pie was in theaters. Carson Daly was on TRL. And the cool kids wore Abercrombie and Fitch. Abercrombie didn't invent the American teenager. Hollywood did that.

Summer of 1999. Britney had her first hit. TLC had their millionth. American Pie was in theaters. Carson Daly was on TRL. And the cool kids wore Abercrombie and Fitch. Abercrombie didn't invent the American teenager. Hollywood did that.

But for a time, it defined what it meant to dress and act like a teenager.

But for a time, it defined what it meant to dress and act like a teenager.

But for a time, it defined what it meant to dress and act like a teenager.

But then the brand cratered, done in by the cheap shots it took at women, Asians, West Virginia, and male gymnasts, among others, and a CEO who was recently charged with running a sex trafficking ring. But quietly, Abercrombie has been mounting an incredible comeback. You might even find yourself in one this Black Friday, and you will not be alone. Coming up on Today Explained.

But then the brand cratered, done in by the cheap shots it took at women, Asians, West Virginia, and male gymnasts, among others, and a CEO who was recently charged with running a sex trafficking ring. But quietly, Abercrombie has been mounting an incredible comeback. You might even find yourself in one this Black Friday, and you will not be alone. Coming up on Today Explained.

But then the brand cratered, done in by the cheap shots it took at women, Asians, West Virginia, and male gymnasts, among others, and a CEO who was recently charged with running a sex trafficking ring. But quietly, Abercrombie has been mounting an incredible comeback. You might even find yourself in one this Black Friday, and you will not be alone. Coming up on Today Explained.

Very Abercrombie and Fitch? I'm Noelle King with Elizabeth Segrin. She's a senior staff writer at Fast Company. She writes about the fashion industry. And Elizabeth's early memories of Abercrombie?

Very Abercrombie and Fitch? I'm Noelle King with Elizabeth Segrin. She's a senior staff writer at Fast Company. She writes about the fashion industry. And Elizabeth's early memories of Abercrombie?

Very Abercrombie and Fitch? I'm Noelle King with Elizabeth Segrin. She's a senior staff writer at Fast Company. She writes about the fashion industry. And Elizabeth's early memories of Abercrombie?

You were indeed. When did you experience Abercrombie in the flesh?

You were indeed. When did you experience Abercrombie in the flesh?

You were indeed. When did you experience Abercrombie in the flesh?

You sought Abercrombie out and that was kind of a weird thing to do. But actually, it was not that weird because it was so huge. I can totally see why you were like, I want to see this thing in the flesh.

You sought Abercrombie out and that was kind of a weird thing to do. But actually, it was not that weird because it was so huge. I can totally see why you were like, I want to see this thing in the flesh.

You sought Abercrombie out and that was kind of a weird thing to do. But actually, it was not that weird because it was so huge. I can totally see why you were like, I want to see this thing in the flesh.

And there were lots of brands. I mean, over time, there have been lots of brands that are exclusive. That is part of the marketing. It's what gets non-cool people to buy in, that this is what they should be wearing. Not all of those brands, though, go through the absolute Roman Empire of a fall that Abercrombie went through.

And there were lots of brands. I mean, over time, there have been lots of brands that are exclusive. That is part of the marketing. It's what gets non-cool people to buy in, that this is what they should be wearing. Not all of those brands, though, go through the absolute Roman Empire of a fall that Abercrombie went through.