Before recent years, when I thought of Abercrombie & Fitch, I was reminded of trips to the mall as a pre-teen, skirting past the shirtless models to wade through tanks and graphic tees while pop music and perfume circulated around me. On most of these shopping excursions, I would try on a few ill-fitting tops, then leave the store empty-handed, feeling worse about myself than I did when I entered.
And judging from my recent chats with colleagues and friends, I wasn't alone in that. If you came of age anywhere in the 2000s to early 2010s, you may have similar memories of the brand.
But Abercrombie has come a long way since those days when its moose logo was plastered across all its tees and sweats (in case you're wondering, the brand actually ditched the mascot a while back). In the last few years, it's made a shift from the low-rise denim, too-tight tanks and graphic shirts that it was once known for, instead making elevated basics that appeal to people of all ages and flattering jeans that come in a range of sizes to fit many different body types.
And people have taken notice. Clothing from the brand has shown up across social media, racking up more than 133,000 posts on TikTok. And in 2024, search interest for the brand reached a five-year high.
Much of its increased popularity can be attributed to the long-needed rebrand that happened in 2016 (the year before, Abercrombie & Fitch was named the most-hated retailer in the U.S.). At the time, Fran Horowitz, CEO of Abercrombie & Fitch said in a press release, "Rather than buying clothes that symbolize membership in an exclusive group, today's consumer celebrates individuality and uniqueness. Our new brand reflects that confidence and independence of spirit as well as our own dedication to a more diverse and inclusive culture."
Since then, the brand has introduced more inclusive sizing, including its much-loved Curve Love line (previously, Abercrombie & Fitch did not offer sizes above large) and featured models with a range of skin tones and body types in campaigns and across its site. And it's clear that their inclusion efforts have paid off. In 2021, its operating margin was the highest it had been in over a decade, and in the fourth quarter of 2024, net sales for the brand had increased by 16% compared to the same time the year before.
All that to say, the brand is back with a vengeance — and better than ever. And many members of the Shop TODAY team eagerly jumped on the brand's revival, stocking up on everything from high-waisted jeans to body suits, and proving that it's not just for the teens anymore. And that those negative experiences that we might have once associated with the brand are officially a thing of the past.
Here, we asked our staff to share some of their favorite items from the brand. However, we will note that sizing is very limited depending on the style and color, but that's expected during an Abercrombie sitewide sale!
Best Abercrombie styles, according to editors
Americana Leather Studded Belt
- Comes in different sizes
- Spot clean only
Sizes: XXS/XS-L/XL | Number of colors: 2
Associate editor Lauren Witonsky says she hasn't been a big belt wearer until she got this one and loves that it's genuine leather at an affordable price.
"The silver belt buckle matches (and elevates) pretty much any pair of jeans, and I love the added metal hardware design at the end. Of course, it's functional, too and tightens up the waist of any looser-fitting pants," says Witonsky.
Editor's note: Witonsky's black pick is currently out of stock but you can grab it in brown or studded black.
Abercrombie & Fitch Long-Sleeve Off-The-Shoulder Draped Top
- Soft and stretchy material
- Need a strapless bra
Sizes: XXS-XXL | Number of colors: 10
"As a millennial, I love this as a 'going out top.' It's form-fitting, looks great with jeans and a jazzy off-the-shoulder design," says associate editor Shannon Garlin. "I have it in beige and have worn it multiple times to drinks and dinner and get so many compliments."
Curve Love Ultra High Rise 90s Straight Jean
- Designed for curvy figures
- Different washes/option for destroyed
- Limited sizing at the moment
Sizes: 23-37 | Number of washes: 14 | Number of lengths: 5
Multiple Shop TODAY editors count themselves as fans of the brand's viral '90s jeans, and associate commerce editor Kamari Stewart says that she specifically likes this pick from the brand's Curve Love assortment, which is designed with extra room in the thigh and made to help minimize waist gaps, the brand says. "They're my favorite pair," she says.
This style features a crossed waist, which some shoppers say makes them extra flattering. Others note that the unique waistband makes them smaller than your average jeans, so you might want to consider sizing up.
Ultra High Rise 90s Straight Jean
- Built-in stretch
- Flattering and comfortable
- Wash before wear
- Very long
Sizes: 23-37 | Number of washes: 24 | Number of lengths: 5
Garlin says she struggles to find jeans her size and has multiple pairs in this version — they come in over 20 washes! “I have a smaller waist and round bottom, so most jeans give me that annoying gap,” Garlin says. “These fit perfectly and are pretty true to size.”
High Rise 90s Relaxed Jean
- Many washes/option for destroyed
- More flared design
Sizes: 23-37 | Number of washes: 24 | Number of lengths: 5
Associate commerce editor Danielle Murphy says that this version of the brand's '90s jeans might be her "favorite pair ever," (yes, they're really that good). The stylish pants come in multiple styles — including leather and carpenter-esque versions — and are available in a range of sizes, from extra short to extra long, to fit a range of body types.
Abercrombie & Fitch Halter Knee-Length Slip Dress
- Flattering silhouette
- Need a cutlet bra
- Machine wash cold
Sizes: XXS-XL | Number of colors: 1 | Number of lengths: 3
“I love Abercrombie’s dresses and always look at what they have coming out for spring," says social editorial assistant Annie Shigo. "I have been so into polka dots and love this dress for itself and as a layering piece to wear a cardigan with."
Curve Love Low Rise Baggy Jean
- Great for curvier petite girls
- Eliminates waist gap
- Can run big
Sizes: 23-37 | Number of washes: 19 | Number of lengths: 5
Shop TODAY editorial assistant Madison San Miguel says she struggles to find jeans with the right length and waist gap, but finds this Y2K-inspired pair to fit perfectly. “This pair is one of my favorites because it is roomy in the thighs, and is available in short and extra short lengths,” San Miguel says. “It’s a dream come true!”
Ultra High Rise Ankle Straight Jean
- Flattering, ultra high waist
- Option for destroyed
- True straight leg design
Sizes: 23-37 | Number of washes: 7 | Number of lengths: 5
Francesca Cocchi Zabloudil, senior partnerships editor, owns these jeans, which are currently on sale for under $70. Featuring Abercrombie's highest rise, the pants are said to have a vintage feel with built-in stretch for comfort.
Puff Sleeve Midi Dress
- Versatile
- Has lining
- Sleeves don't fall
- Hard to tie back by yourself
Sizes: XXS-XL | Colors: 3 | Number of lengths: 3
Production associate Audrey Ekman says she's been obsessed with polka dots this season and finds this dress is perfect for every occasion, from her day-to-day to an upcoming wedding.
"I can't resist a good midi dress this option is so versatile and flattering. It's comfortable and lightweight, with lining so it isn't see-through and a puff sleeve that actually stays up, thanks to a clear grippy lining," says Ekman.
Vegan Leather 90s Straight Pant
- Very stretchy, per reviews
- Smaller sizing limited
- Very warm
Sizes: 23-37 | Number of colors: 2 | Number of lengths: 5
Jen Birkhofer, Vice President of Commerce for NBC News and Shop TODAY says that she was influenced by the team's love of Abercrombie's jeans and bought these leather pants from the brand. "I wore them over break and my friends all told me they looked like they cost thousands of dollars," she previously revealed. She added that they're "super cozy and lined," but because of that, they can be very warm, so they may be more suited for the colder seasons.
Giselle Drop-Waist Maxi Dress
- Form-fitting
- Flattering silhouette
- Can be hard to zip up
Sizes: XXS-XXL | Colors: 6 | Material: 100% polyester
Commerce writer Jannely Espinal says the color of this dress was "mesmerizing" and loves the form-fitting drop waist. You can wear it with or without the straps, which is great if you prefer the support.
How we chose
We selected all of the above items from Abercrombie & Fitch, because they are either tried and true editor-favorite styles.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time.
