As if Abercrombie & Fitch weren’t already struggling with their relevancy after limiting their demo to “cool good-looking people” (if that’s how you think of yourself, then you probably deserve to be in Abercrombie), the retailer’s now lost the Swifties too. The company has discontinued a slogan t-shirt reading “#more boyfriends than t.s.”—a thinly veiled reference to the hummable heartbreaks of Taylor Swift.
In a testament to the power of Swiftie nation, the PR department at Abercrombie & Fitch addresses the situation immediately on his phone line. “Thank you for calling Abercrombie & Fitch public relations,” the voice message says. “If you are calling regarding the Taylor Swift t-shirt, please note this is no longer available.”
More specifically, the shirt was launched in February and was already discounted by March, a spokesperson told the New York Daily News. The company has since tried to distance itself from the shirt and its slogan, which fans described as “hurtful,” “insulting” and “really ugly” (um, agreed) on the petition-generating website Change.org.
On June 18, A&F pleaded for mercy, tweeting, “Hey #swifties we no longer sell the shirt. We <3 Taylor’s music and think she’s awesome!” That means a lot coming from Abercrombie who, after all, have put themselves in charge of who does and doesn’t belong like they’re The Plastics in Mean Girls.
It’s just another example of how Abercrombie doesn’t even know what people like anymore. That label is such a throwback to the ’00s. It needs to go away and come back in 15 years when it can be ironically retro. Afterall, it’s already lost people who aren’t cool and Taylor Swift fans, which I think covers just about everyone.