LAUNCHED IN AUGUST 2010, 'THE SITCH ON FITCH' TITLE SEIZED PUBLISHING IN SEPTEMBER 2015. AN INTELLIGENT, NAVIGABLE ARCHIVE WILL BE MADE AVAILABLE SOON. FOR THE LATEST ON ABERCROMBIE & FITCH BRAND, VISIT @ABERCROMBIE.TSOF ON INSTAGRAM. THANK YOU.

Tuesday, August 24, 2010

Once Upon a Time, When the Blazed Trail Crossed the Boulevard...

Inside the historical 1909 Abercrombie & Fitch catalog. Oh, how fashions have changed!
Let us take a walk down memory lane... Before the electronic dance music blasted on, there was a very different ambience over at Abercrombie & Fitch. We arrive outside a behemoth of a store where a sign proclaims, "The Greatest Sporting Goods Store in the World." As we walk in, don't be shocked by your surroundings (where rifles and gunpowder abound) for this is Abercrombie & Fitch. That is, Abercrombie & Fitch in 1917 on the corner of Madison Avenue and East 45th Street. Ladies and gentlemen, we are standing inside the sporting goods store of choice for Manhattan's elite. Oh yes, and a very revolutionary, recognized, and upscale one indeed. For whatever hunting excursion to sporting event, Mr. Ezra Fitch has got the perfect equipment for you! Ask him yourself. He is standing over there next to the camping display set up for your admiration. Now, let's move along up the stairs - CALM DOWN! You can get his autograph LATER! - where you'll catch glimpses of the latest fashions in sportswear...Yup, fashion, not the boring mess offered at other places in town. In what else is an Upper East Sider supposed go dressed in while going on an African safari! We make our way up the to the rooftop (after passing by that charming professional golfer), where a gorgeous view of 20th century NYC spreads beyond...and - well look at that – there is a pond full of fishy…fishing in the middle of New York City! Wow!