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Abercrombie and Fitch is known for many things, like gratuitous nudity, a pungent aroma coming from the doors of every shop, distressed jeans, pre-wrinkled clothes, and sex. It seems, however, that the oversexed Abercrombie is a thing of the past, because the brand will no longer be featuring greased up, all-American boys in girls in the buff.  They’re now going to be clothed, and less visibly horny.

But Abercrombie wasn’t always so frothy – the company was founded in 1892 by David T. Abercrombie and Ezra Fitch, and the partners sold upscale sporting gear, including hunting and fishing attire.

abercrombie-fitch

From the 1909 Abercrombie and Fitch Co. catalogue. A smug man and woman model outfits for a hunting retreat. 

And by 1927, the company hit its stride, as it was responsible for dressing Charles Lindbergh (yes, from the Lindebergh baby kidnapping) for his flight across the Atlantic Ocean. In fact, it wasn’t until 1992, after a company takeover, that the brand shifted from sporting goods to casual attire. And thus the oversexed image of American teenage life was born. Click on to see how much the brand is changing, because it’s totally different. Caution: there are butts in some of these photos.

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