LAUNCHED IN 2010, THE SITCH ON FITCH BECAME THE INSPIRED, RESPECTED BRAND OF PASSION OVER THE ACHIEVEMENTS AND PRESTIGE OF ABERCROMBIE & FITCH CO. (ADMIRATION FOR ITS PAST GOING BACK TO 1892 AND FOR THE MODERN-TIME HEIGHTS OF THE MIKE JEFFRIES ERA); IT WAS OFFICIALLY, POSITIVELY RECOGNIZED BY A&F HOME OFFICE BY APRIL 2012, WITH A DIRECT EMAIL TO THE EDITOR-IN-CHIEF, DURING ITS GROWTH AS THE ONE-OF-A-KIND, MULTINATIONAL ONLINE PUBLICATION, WITH HIGH-GRADE PRESENTATION WHICH EVOLVED OVER ITS RUN, FOR RELEVANT, UNIQUE, IN-DEPTH BUSINESS, CULTURE, AND STYLE CONTENT FOR THE COMMUNITY OF CUSTOMERS AND ASSOCIATES WORLDWIDE (MONTHLY PAGEVIEWS SURPASSED 110K BY AUGUST 2012); AND IT WAS FOLDED BY SEPTEMBER 2015 AFTER THE DECEMBER 2014 RETIREMENT OF MIKE JEFFRIES AND THE EDITOR-IN-CHIEF'S DISTASTE WITH THE FURTHER DEGRADATION OF THE COMPANY BY ITS NEW MANAGEMENT. WITH CONTENT BY THE PERSPECTIVE OF DEVOTED CUSTOMERS AND ASSOCIATES FROM AMERICA, EUROPE AND FAR EAST ASIA, THE SITCH ON FITCH (2010-2015) REMAINS AS A HISTORICAL, ZEITGEIST ONLINE PUBLICATION OVER THE FINAL YEARS OF THE MIKE JEFFRIES ERA. THIS SITE WILL BE REVAMPED SOON TO OFFICIATE AN INTELLIGENT ARCHIVE FOR THE USE OF ALL PARTIES INTERESTED IN THE CONTENT PUBLISHED DURING THE PUBLICATION'S ORIGINAL RUN.

Saturday, August 27, 2011

Under Construction | Abercrombie & Fitch in Dusseldorf on Königsallee!

Konigsallee 17...use your imagination... |  (image source)
I am so pumped for A&F Dusseldorf!!! Completely excited!!! OMFG, I mean how totally awesome is this?! It's gonna be the first Abercrombie & Fitch in Germany  - Ich liebe Deutschland! - and construction on this soon-to-be-amazing flagship is nearing completion, everyone!

The Kö...simply beautiful. | (image source)
Getting up close and personal with luxury, the flagship site is located on Dusseldorf's Königsallee boulevard - King's avenue - the city's premier shopping street. (Dusseldorf is Germany's fashion capital and Königsallee - the "Kö" as it is referred to by the locals - is arguably the nation's busiest, upscale shopping stretch of pavement)! With a calm canal, lined with trees, running down its center, Königsallee is simply one of the most pleasant streets out there for your shopping leisure. Burberry, Chanel, Giorgio Armani, Gucci, Louis Vuitton, Prada, and, soon, Abercrombie & Fitch...need I say more?

Actually, yes. To be more precise, A&F Dusseldorf is addressed at Königsallee 17 and the structure standing on site has been undergoing structural renovations for quite a while now (since January 2011 to be exact). The Company is working on converting the interior into another one of its iconic international flagships! And we can all be assured that it will be a finished FIERCE wonder to behold. Honestly, I can't wait to check out the mural inside by Bruce Sargeant! Homoerotic, yes. A pleasure to look at, of-freaking-course! I don't want to give much more details because if I do then what else will I report when the store opens? I want to keep you at the edge of your seat, boys and girls. I will tell you this...the entire flagship will offer 21,000 square feet (1,951 square meters) and it will be the second location in the world to house both an Abercrombie & Fitch and an abercrombie kids flagship under the same roof - the first was A&F Milan back in 2009.

Preparations are being held behind a towering billboard in front of the construction site...

(image source)

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Very hot. And Abercrombie & Fitch in Dusseldorf opens in December just in time for the Holiday season (and some serious shopping)! And come on now. We all should know that there's no Christmas like an Abercrombie Christmas...and in Germany this time! Abercrombie & Fitch...Germany...naughty Weihnachten fun...oh, this is going to be an amazing Christmas 2011, indeed!

Can't wait! Stay FIERCE!

READ THIS! If you liked this post, then you'll also be interested in these: Duality in Düsseldorf and An All-American Blitzkrieg Takes Germany by Storm!

UPDATE (26 October 2011): A&F Dusseldorf opens December 1!


A&F DÜSSELDORF IS NOW OPEN!



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This is a first in the Under Construction! series of posts highlighting A&F flagships in their cool state of development (usually killing fans with anticipation).

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Thursday, August 25, 2011

Looking for Trubble? RUEHL-esque Boxers at Abercrombie & Fitch!

No dog's cooler than Trubble! | RUEHL No.925 email ad, 2008.
What hardcore A&F fan does not miss RUEHL, post-grad by Abercrombie & Fitch? Well, Abercrombie & Fitch has got a set of boxers that are sure to please any romantic RUEHL reminiscence. The awesome Lake Arnold boxer shorts feature a little bulldog pattern that immediately brings to mind Trubble - RUEHL's iconic logo - the cheeky and unforgettable little French bulldog. Coming in colors of navy and burgundy, they are priced at $22 USD each. Although, I would go for the burgundy. Having been the brand's signature color, the burgundy boxers are more RUEHL-esque...and racy because apparently the bulldog om 'em likes to play with women's bras! Watch out, ladies!

These boxers seriously are a must in the undies drawer of any RUEHL cool guy...

Lake Arnold boxer shorts, burgundy, $22 USD, abercrombie.com | (image source)

Lake Arnold boxer shorts, navy, $22 USD, abercrombie.com | (image source)

Stay FIERCE, my friends!

Tuesday, August 23, 2011

Under Construction! | Abercrombie & Fitch in Singapore!

What a pleasant stroll, wouldn't you say?! | (image source)
How cool is this?! Abercrombie & Fitch is opening in Singapore this upcoming Christmas 2011 and construction is almost nearing completion!

The flagship site is in the upscale Knightsbridge on a corner of Orchard Road (Singapore's premier shopping street). And let me just say, Abercrombie loves corners...it's more easier to get attention and show off your wares! Ever FIERCE, this multistory location will offer up 21,000 square feet (1,951 sq meters) on which will play the amazing A&F flagship experience. And if you want to read more in cool detail about this flagship, you should read our From Japan, A&F is Sailing on into Singapore! Preparations for the awesome A&F Singapore are being kept on the down low behind two massive billboards along the facades...man, are they heating things up!

Look at this...A&F Singapore at nighttime. Very cool.


The flagship will be a part of the overall Knightsbridge structure. | (image source)

Because close-ups are even hotter... | (image source)

Anybody wanna head on over to Singapore?! Stay FIERCE!

UPDATE (28 November 2011): A&F Singapore opens doors December 15! Read Abercrombie & Fitch Opens December 15th! for more info!


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This is a first in the Under Construction! series of posts highlighting A&F flagships in their cool state of development (usually killing fans with anticipation).

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Monday, August 22, 2011

Abercrombie & Fitch Against Jersey Shore...a Complete Joke!

The Situation's got the last laugh, baby!
Photo by MTV, used here for illustrative purposes only | (image source)
The Situation wearing A&F sweats on
August 11th's episode. | Image by MTV
used here for illustrative purposes only.
(image source)
About the Jersey Shore thing...it was all a Public Relations stunt. Mike Jeffries (Chairman and & CEO) of Abercrombie & Fitch Co. admitted shortly after the 'Abercrombie & Fitch Proposes a Win-Win Situation' new release that "we're having a lot of fun with it." Supposedly, someone at the company (who watches Jersey Shore, apparently!) told Jeffries on Friday, August 12 - the next day after episode two aired - that "I have terrible, terrible news for you. Last night on 'Jersey Shore' The Situation had A&F product on."  They all agreed that it was "terrible" and thought it would be funny to make the news release on August 17th as a joke.

It was funny. Some found it funny that a company would pay a person to not wear its product. Others found it funny in the sense that Abercrombie & Fitch was stupid to do so: "Hello, free advertising!" And still more people thought it funny because of the irony that it was Abercrombie & Fitch (a brand known for its controversies, and who happened to have made a line of Jersey Shore inspired tees) was trying to make itself dignified enough to make such a statement. One article in particular, titled Clothing Labels Need to Look in the Mirror, took to discussing the apparent stupidity of it all. And that is why the joke backfired because many people took it seriously.

A&F's post on Facebook. Make of it as you will.
There were people (believing the news release to be true) who were actually supporting A&F's claim to want to pay off The Situation from wearing its clothes. Bad things were said about Jersey Shore - kind of justifiable, really - and how it was enough smart of A&F to actually want to distance itself from such an image:"It is not hard to see why A&F might want to distance itself from Sorrentino. He and his three male castmates introduced viewers to lifestyle habits they follow with religious conviction – such as "GTL", the daily routine of gym, tanning, laundry – and derogatory terms such as "grenade", to refer to an unattractive woman." And although it was released as a joke, employees at A&F headquarters nevertheless found it a little discomforting A&F products frequent prominently (thanks to overtly branded clothing) on the scandalous cast; they mentioned it seriously in the meeting as "terrible news." An analyst from Nomura Securities commented that the Europeans (an important consumer base that A&F wants to win over) may not like the brash and trash as much as Americans here do: "They have a different look than The Situation." Thus, the want to disassociate was met with understandability. "Management may be correct in asking (and offering to pay) the cast of 'Jersey Shore' to stop donning its logo-wear. It doesn't need the infusion of MTV and side-job dollars from the 'Jersey Shore' crew, if 2Q11 was any indication," stated a Wall Street Strategies analyst. One reader from USMagazine.com commented that in the end, "...unfortunately you cannot chose your customers...think of the poor Louboutin shoes, forced to carry the horrible Kardashians, or D&G clothes on so many unclassy people. That's life, live with it!"

Jersey Shore's post on Facebook.
Still, Jersey Shore has its fans...and Abercrombie & Fitch has its haters. People on this camp backed-up The Situation and, in turn, ugly things were said about A&F. The Situation tweeted, "Thanks #SituationNation for always having my back and you are the best fans in the world!" I love you guys! And to add his opinion in cheek, Pauly D tweeted, "Hmmm if They Don't Want Us To Wear Those Clothes Why Make GTL Shirts." Vinny himself started the hashtag #lasttimeIworeabercrombie on Twitter by joking "#lasttimeIworeabercrombie there were still stores in NY to buy it at." And MTV could not have put it any better: "...We're all family here at MTV, and no one messes with our "Situation." There are plenty of neon sweatpants in the sea of franchised fashion, so we encourage him to take the money. And donate it all to Ed Hardy. Mike [The Situation], you look better naked anyway."


And I must point out that Jersey Shore is watched majorly by a teen and young adult demographic that also happens to make up a significant portion of the A&F consumer base. For Abercrombie & Fitch to announce how "distressing" it is to its fans that the brand is becoming more and more associated with Jersey Shore was a little much.
"It pains us to have elicited concern that our talent's choice of leisurewear would in any way harm A&F fans, but now we have our own concern: If the "Jersey Shore" cast should stop wearing the brand, does that mean those same fans--the ones who love nothing more than to curl up in their A&F sweats every Thursday night to watch their favorite show--should stop wearing it as well? Being pantless might cause them some real distress...Oh, Abercrombie, what kind of snowball hath y'all set in motion?" - Open Rebuttal to a Certain Clothin Retailer Who Dissed Our 'Sitch', MTV Remote Control Blog.

Shares for ANF on the NYSE fell up to 8.7% the closing of the following day - August 17th - after the news release. Meanwhile, 7.8 million people tunned in for the Jersey Shore episode on August 18th (up from 7.3 million on August 11th's episode). That ANF stock fell entirely because of the announcement is not certain, and neither is it that the viewers increased for the show because of it...but it definitely had a play in both affairs. Making me laugh, The Situation remarked, "Looks like Abercrombie got themself into a Situation!" (And looks like The Situation can't spell). But in good spirit, MTV responded to Abercrombie & Fitch by saying that "we'd love to work with them on other ways they can leverage Jersey Shore to reach the largest youth audience on television."

All in all, this was a publicity move, duh. Stupid, ironic, funny or not - your decide. Obviously done for attention (and what a storm it created). That Wall Street Strategist analysts I mentioned previously also noted that this could very well do some good for the brand during its Back-to-School 2011 season. Despite the drop in stock that one day, earnings for the Company have surpassed analysts expectations for the second Quarter of 2011 which were announced August 17. Will more people be fist-pumping into Abercrombie & Fitch? Who knows....

Stay FIERCE (and GTL at your discretion)!

Friday, August 19, 2011

SoCal Waves Heat Up Stockholm! Hollister Shop Now Open!

HCo Stockholm's hot Swede models! | (image source)
That's right! The hottest brand for Dudes and Bettys has recently surfed into the Nordic north! Hollister opened shop on July 28th in Stockholm, Sweden, and is causing some serious waves among the fans! HCo's first store in Sweden (and all of Scandinavia, really) was previously slated for a September opening, but I guess the fantasy just couldn't wait. The store is radiating SoCal cool from its spot in the Täby Centrum shopping center (Sweden's largest mall) located at Biblioteksgangen 5.

Head on over to the Hollister Co. official Facebook page to check out the Hollister just surfed into Stockholm, Sweden! album for photos on the event! The Täby Centrum Facebook page also has some shots of the event in its Nu är Sveriges första Hollisterbutik öppen! - all in Swedish, unfortunately.

Hottie lifeguards on deck! | (image source)
P.S. It has been rumored that a second shop may open also this year in Stockholm. And indeed, it seems HCo will open up another store! This one will be at the Gallerian mall. Abercrombie & Fitch itself is planned for an opening in the city sometime in 2012. Stay FIERCE!

As Seen on Online Video Coverage: Abercrombie & Fitch vs. Jersey Shore



Ellen DeGeneres Pokes Fun At Abercrombie's 'Jersey Shore' Situation!

Ellen looking FIERCE!
Image by The Ellen DeGeneres Show used here for illustrative purposes only | (image source)
On August 16, Abercrombie & Fitch released a statement - what it calls a "win-win situation" - for the cast of Jersey Shore. A&F is more than willing to pay Mike "The Situation" Sorrentino, and his guido crew, to stop wearing Abercrombie & Fitch clothing...A&F finds the whole thing quite "distressing." [eye roll]

So adding more hilarity to this situation (which has all of America just laughing), Ellen DeGeneres has dressed up in her Abercrombie best for mock and fun! "Hey, Abercrombie & Fitch! How much will you pay me not to wear this?" she asks the Company. Totally funny!

Just wanted to share with everyone! Stay FIERCE ('cause we all know Ellen will)!

Wednesday, August 17, 2011

Jersey Shore, too Much for Abercrombie & Fitch...No ANF for GTL!

The Situation in A&F sweatpants.
Image by DailyMail.co.uk used here for illustrative purposes only | (image source)
Abercrombie & Fitch and Jersey Shore are both the hottest American brands out there - one's a clothing retailer, the other's a wild and popular TV show...you'd think it'd be a the perfect match. Well...no. On 16 August, A&F released a press released in which the Company made itself willing to pay Mike "the Situation" Sorrentino a "substantial" amount of money to stay his abs and bum clear away from A&F clothes! And not just him, but the entire cast as well. You see, Abercrombie & Fitch has a problem with having their logo-splattered clothing worn and broadcasted to the world by a bunch of wild & willing "guidos":


"We are deeply concerned that Mr. Sorrentino's association with our brand could cause significant damage to our image. We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans. We have therefore offered a substantial payment to Michael 'The Situation' Sorrentino and the producers of MTV's The Jersey Shore to have the character wear an alternate brand. We have also extended this offer to other members of the cast, and are urgently waiting a response." - 'Abercrombie & Fitch Proposes a Win-Win Situation', News Release, A&F Investors.

If you didn't notice, the Situation is a fan of Abercrombie & Fitch and he has been showing it off even more. I mean, the guy was wearing green A&F sweatpants - boy does he love 'em! - in episode 2 of the current season 4 - you know, where they're in Florence, Italy, acting a hot mess like always. Oh and he's well known "for showing off his "six-pack" and flashing the A&F logo on his underwear." A&F believes that by him wearing their clothes, the Situation is associating his lifestyle with that of Abercrombie & Fitch....


The funny thing is that if Jersey Shore would have been airing and fist-pumping ten years ago, Abercrombie & Fitch would have been bragging and paying the Situation to be in the A&F Quarterly (which even came to feature a porn star) - the Situation in the Quarterly (which I do not find hard to imagine) would have heated things up and boosted sales! Hell, I (and everyone else in America) would have totally purchased a copy! And I mean, really. Jersey Shore is the early-2000s Abercrombie & Fitch gone all-Italian on TV. Abercrombie & Fitch was the first culturally-influencial entity to promote popularity through sex, drinking and careless fun to America's youth. It associated itself as so and now it's all coming back to bite it in the ass. This whole situation (no pun intended!) is completely ironic and hilarious. If someone would have said in 2001 that A&F would be paying wild and crazy partying popular kids to stop wearing their clothing in 2011...everyone in America would have been laughing in disbelieve.

But the Abercombie & Fitch of today is quite different. It cancelled the A&F Quarterly in 2003, and with it all the partying, drinking, careless and sexually-explicit fun - then's A&F image of "popularity" - went out the door. It began to cultivate a clean, respectable, international upscale image that has gained it flagship addresses on some of the world's most renown streets...beer bong no more!


And the fact that this "partying, drinking, careless and sexually-explicit" guy presents himself with A&F branded clothing on a controversial show aired worldwide - watched majorly by Abercrombie & Fitch target consumers - has got the Company on edge. After all, you are what you wear and said watchers will come to associate the A&F image with that of Mike (who, also ironically, shares the same name with Chairman & CEO Mike Jeffries of A&F). And not only that, but wearing A&F on the show all the time just makes it seem like plain promotion. So we must definitely understand Abercrombie & Fitch in that respect; it wants to keep its image clear from trashy-racy partying the way it used to be ten years ago. Totally understandable. But for all of this to be "distressing"...honestly? Grow up.

'The Fitchuation' tee as seen on abercrombie.com
Summer 2010.
But you know what the stupidest thing about all this is? A&F sure had no problem whatsoever with Jersey Shore when it attempted to associate the show's popularity with the brand during Summer 2010. Yeah. Did you all happen to have seen "The Fitchuation" tee shirt in your A&F stores last year? And Jersey Shore was just as wild last year as it is now. Abercrombie & Fitch just wanted to profit from the popularity of the show! And now that they've become really chummy, it's trying to pay the real Situation from wearing its stuff? How hypocritical is that! Obviously, I love A&F, but it just shot itself in the foot with that one!

Interestingly, stock for Abercrombie & Fitch fell 5% on August 17 during the first trading session after the press release. hmm.

P.S. There's no word yet from the cast....and A&F is "urgently" awaiting a response. We'll keep you posted on the situation (pun intended!) Stay FIERCE!

UPDATE (22 August 2011): The whole thing was a joke...a little PR stunt. We'll post on this soon...

Monday, August 15, 2011

Models Profiled! | Justin Hopwood: After A&F Screen Test...a Rising Star that's Even Hotter than Ever!

Justin Hopwood in his iconic best image | (image source)
I know you remember Justin Hopwood! One year prior to Back-to-School 2011, Abercrombie & Fitch stores around the world were on fire with A&F Screen Test – the greatest marketing campaign ever launched in the history of Abercrombie & Fitch…And Justin was the leading model of that unforgettable Back-to-School 2010! The iconic main photo of the campaign (featuring this up-and-coming model) welcomed excited fans to A&F’s around the world stores; it was plastered on the thousands upon thousands of shopping bags; and it was the cover art of the A&F Quarterly 2010 re-release issue. No other A&F model has ever played such an expansive role in an A&F campaign as Justin has – no(hot)body comes close!

Main image for the Screen Test, Back-to-School 2010 campaign
Photography by Bruce Weber
Born in South Africa in 1989, Justin Hopwood began his modeling career in modest steps in 2008. With a dreamy face and a lean 6'1'' body, he was “spotted” by a modeling agent” – the oft-cited tale of the typical boy rising to the status of idolization (Bieber, anyone?). Justin was signed to Major Model Management and thus came to be featured in shoots here and there. But the opportunity to prove himself as a star to the modeling world came in 2010 when he was cast to appear in a Bruce Weber photoshoot…the Screen Test of a lifetime. Abercrombie & Fitch made Justin its leading man for what was to be the biggest A&F fashion season ever launched. Vintage Hollywood-esque inspired and completely exciting, A&F Screen Test was launched on 17 July 2010 and Justin, as the very attractive focal point, quickly became a sensation worldwide! Imagine the thousands and thousands of bags carried down the shopping centers and streets of America and New York City, London, Milan, and Tokyo with your face on them! He made it, and he made it big!
Screen Test intro spread in the A&F Quarterly
Not just for the campaign, Justin is also remembered as the cover model for the return of the A&F Quarterly. Only hardcore A&F fans still recall and reminisce over the racy-cool appeal of this controversial American “magalog,” launched in 1997, that was discontinued in 2003. Weber’s photographs of gorgeous abs, butts, and breasts are what it’s always been about – for the camera, Justin was not shy… A&F Quarterly Screen Test features exactly 21 images, among hundreds of other models within its 176 pages, of the South African having hot fun the way you only can in an Abercrombie dream. And looking at his photos (check them out by clicking here and here!) really puts a grin on your face – fun for real! In the Quarterly, he shares, “My mates and I decided to crash my girlfriend’s 21st birthday in Cape Town. As her father praised her, we tore off our pants and stood in out pink G-strings. Unfortunately, my mate fell into her dad, and he fell into granny and down they went. That was a fun night!”
But there was more of Justin than just in the Quarterly. He dribbled ball poolside and nude, and laid it all out and in the open under the radiant sun, in the first (in series of four) Screen Test short films. He made a final appearance in the final film in which he plays boxer with his fellow Abercrombie boys. Although I can’t provide that final film, you can check Justin's clip in the first film below:


Justin in the Rugby Ralph Lauren
Fall 2011 campaign. | rugby.com
Justin Hopwood passed the Screen Test and moved on to land other significant roles. He was a part of the Polo Jeans fall 2010 campaign (although he got the job earlier in the year). Nearing the end of 2010, he made his debut on the runway, during men’s fashion week, for Spring-Summer 2011, by walking down for the Perry Ellis label…And the gigs keep coming for him! Apart from Bruce Weber (which is among the most renowned photographers in the industry, and, thus, Justin’s most notable photo session), he has also come pose for the lens of GregoryVaughan, Marco Marezza, Milan Cronjefor and Bryce Thompson. Obviously, his killer good looks have been featured in numerous style & fashion magazines. And he seems to be a favorite of Ralph Lauren! Justin’s looking absolutely amazing in Rugby Ralph Lauren for Fall 2011!
He currently resides in Hamburg, Germany, were he is signed to PMA models. However, he also spends some time in New York (of course!) where he is signed with Soul Artist Management. And considering he’s South African, life’s taken him on adventures across three continents…a man of the world this one! But despite all this, Justin’s seemingly a really down-to-earth dude. Seriously. The man evenskateboards! Handsome and cool, there’s no denying it, Justin’s a real interesting guy indeed!
And with killer looks, it’s no surprise that Justin’s come to acquire many, many admirers. From the numerous attention he’s received online, Justin has been ranked as one of the hottest male models out there right now! Hunk du Jour named him Hunk of the Day two times (May 9 and June 12, 2011)! Red-Hot-Tips also named him their Hunk of the Day (12 May 2011), too! But days aren't enough for him. The man was also Dude of the Week (1 August 2010) on the awesome Pink is the New Blog, and he's also been a Hunk of the Month candidate for Media Alive. Apart from the ladies, men can't even help themselves either...

He has a very promising career ahead of him. He walks in the footsteps of others who began their modeling careers at Abercrombie & Fitch. Okay, Justin didn't technically first start at A&F, but it is only fairly fair to say that A&F Screen Test was, without a doubt, the flint that sparked his trip to the stars…

Making his way to the top... | Photo from A&F Quarterly Screen Test
Photography by Bruce Weber | (image source)

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This is a second in the Models Profiled! series highlighting previous A&F Co. models that have gone on to become notable figures in the modeling/fashion world.

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Sunday, August 7, 2011

Abercrombie & Fitch in Dublin...the Luck of the Irish!

The gray building with the balconies and people in front is 34 College Green...the future A&F Dublin. (image source)









Finally, Abercrombie & Fitch will open doors in charming ole Ireland! The Company is prepping up to open its first store in Ireland in Dublin as a part of its flagship openings for 2011. Following along with its high standards, A&F will open doors on the stately College Green square - the most ideal place for A&F to showcase its coolness (and upscale image) to the Irish consumer.

The news made headlines back in Ferbuary (2011), but there were many things left unclear and the news reports made some errors. Grafton Street - a street Cushman & Wakefield named the 5th most expensive in the world (2008) - was incorrectly said to be the address. That is an error. The upcoming A&F flagship will be located at 34 College Green in a structure that offers more of a statement than anything on Grafton Street would have provided for...Abercrombie & Fitch has penchant for structures with detail and integrity.
“The deal will come as a major boost to retailing in Dublin. Abercrombie and Fitch are joining an already impressive line-up of national and international fashion and lifestyle brands now trading here. Their decision to locate here was influenced by our strong tourist base, our young population demographic and the significant level of brand recognition that exists here”. - Larry Brennan of Savills Ireland, which acted for Clarendon Properties for the lease.
Rumors of Abercrombie & Fitch opening shop in Dublin had been circulating since 2008, and the Company finally secured a location earlier in 2011. The building will offer about 26,000 square feet of space and will come at around €750,000 ($1.1 million USD) per annum. (The contract was made for 10-years lease: 2011 through 2021). As a result, the shopping area is said to probably gain much from the opening of Abercrombie & Fitch. The popular brand will bring in a "boost" for College Green "which has attracted a rash of unfavourable publicity over the past two years because many of its shops are over-rented and others are difficult to let due to a fall off in consumer spending."

After opening in all key European cities of fashion and consumerism, an opening in Ireland is much in order. There's a great demand for Abercrombie & Fitch on Ireland and the fans are finally going to get a store of their own. There is no known date on when the flagship will open. The Sitch on Fitch will keep you posted whenever we get word on the opening day - we'll post it here - so refer back to this post. Doors open Thursday, November 1, 11AM!

Join the FIERCE conversation for A&F Dublin on Twitter...



#AFDublin




Stay FIERCE!


UPDATE (29 August 2012): Applications are now online: careers.abercrombie.com ( password: sydney32 ). Recruiters are also out and about the city looking for hot guys and girls for store models.
UPDATE (3 April 2012): Construction for A&F Dublin has begun! Read this for more info including images of the development!

UPDATE (15 February 2012): ABERCROMBIE WILL BE OPENING IN DUBLIN FOR 2012!!! After much delay and uncertainty, it's totally official now! In its Fiscal 2011 summary report (released on 15 February 2012), which included a 2012 outlook, the Company confirmed Dublin as one of the five Abercrombie & Fitch flagships opening this year! It is likely that the store will be opening during the Christmas 2012 A&F season which launches in late-October! Read this awesome report for more: Corporate Report! | Fiscal 2011 Results and Fiscal 2012 Outlook...


UPDATE (21 January 2012): A&F has floored its plans to open in Barcelona, deciding not to sign the contact for the location. This has altered its plans for Europe in the process. A financial slow down in Europe has been cited, since the October 2011 earnings call, as a reflection of "macroeconomic headwinds" (including a slow down in tourism which plays a prominent role in the performance of A&F flagships) causing uncertainty and inciting caution in the European market. Unfortunately, this may be what's affecting the Dublin opening which, as of now, is publicly uncertain. Openings for fiscal 2012 will be shared in the earnings call for fiscal 2011 by February.

UPDATE (31 December 2011): The flagship is being further delayed. It will not be opening in the spring...that's for sure. If the billboard advertising the store is not up yet, then that means there's still some time before the opening. A&F is already on track to open in Hamburg, Stockholm, Amsterdam, Munich, and Hong Kong in 2012. It would be really unfair and crazy for the Dublin store to be pushed into 2013. Let's hope that's not that case. More likely, it may just open in the latter half of 2012, but that's just speculation. If you're in Dublin and get to pass by the building occasionally, then you're more than welcome to leave a comment at the bottom of this post if you feel that you have something to share on the development of A&F Dublin.

UPDATE (26 October 2011): It seems to be that A&F Dublin has been pushed back to early-2012. The Sitch on Fitch will keep you posted.

Friday, August 5, 2011

Plunge with New Heights!

The latest from the Land of Down Undies...the Sydney Push 'Em Up
$39.50 USD, gillyhicks.com | (image source)
Hey Gilly Girls! Have you heard the latest from the Land of Down Undies? There's a new addition to the Gilly Hicks Bra Library?!

Perfect and just in time for Back-to-School 2011, the Sydney sails in cute and totally uplifting! Heralded by GH as "our most uplifting style with a sexy deep plunge, soft and lightweight, never overwhelming or unnatural," Sydney is sure to show the best you've got in the most precious way. This gorgeous Push 'Em Up bra comes in an array solid and sexy striped patterns, all with an adorable little navy and "preppy" sexy bow.

Honestly, it'll make your boyfriend love you shirtless even more! It's totally fun and have I mentioned cute? You've so gotta have it! Purchase individually for $39.50 USD, or you can snag yourself a deal - 2 for $40 USD!!! Oh, and for you American gals, there's free standard shipping until August 8th! What are you waiting for, sheila? Sydney Harbour is calling...Stay FIERCE!

Wednesday, August 3, 2011

A Naughty Sneek Peek into Christmas 2011?!

Vinnat...coming to heat your Abercrombie holiday? | Photo owned by OhLaLa magazine, used here for illustrative purposes only. | (image source)
It's barely been a month since the start of Back-to-School - summer isn't even officially over yet! But we're so bad, we're secretly wishing this season could be over with and done...there's nothing hotter than an Abercrombie Christmas! Can't wait? Then take a look at this unwrapped look what could be Christmas 2011...

OhLaLa magazine has reported that "the upcoming Abercrombie & Fitch and Hollister campaigns with Bruce Weber soon to be revealed"  - we assume Christmas 2011? - will feature a certain French hottie by the name of Romain Vennat. As OhLaLa reports, the 20 year-old is a business school student who gave up his "professional sports career" to model. Already pro at 20! He hails from the south of France, but if he got an audience with Weber, than he must have passed by Paris, duh...we can only wonder if he came to work at new and FIERCEly incredible Abercrombie & Fitch flagship store! After all, flagship store castings are huge and working at one of the locations is a major boost to getting the job! And let's face it, this is un trés beau Frenchman!

Let's sure hope it's Romain we see come Xmas 2011! You know, I might just start on my Christmas wish list...Strolling down the winter dreamy Avenue des Champs-Élysées, during the holiday season in Paris, after a shopping trip at A&F's grand flagship, with this guy in hand...Santa, that is all I want for Christmas...One can only dream. Stay FIERCE!

P.S. The photo above is by OhLaLa magazine. It is NOT an Abercrombie & Fitch picture. Just wanted to clarify that because it kinda does look like it doesn't it?

Tuesday, August 2, 2011

Hurry! 'Are You In' and 'Ready' Contests End Soon!

You didn't think I'd give you my codes right? LOL
That's right, my friends! The 'Are You In' and 'Ready' contests by Abercrombie & Fitch and Hollister are nearing an end. And they just started July 16! Time has gone by super fast, right! Well your chances of scoring an awesome Macbook for back to school haven't changed. Head on over to your nearest A&F and HCo. to receive an entry card with a unique code - no purchase necessary, just walk on in and you'll be handed one. The more you stop by, the more cards you get, and the more chances you get for entry. You are technically limited to one entry per day, but if you have multiple cards and multiple friends...then you can figure out a way to boost your chances... A winner is drawn every hour on the hour from 12:00am to 12:00pm (EST).

HURRY! What have you got to loose? After all, doing that last minute homework, the night before it is due, will be so much cooler if you did it on an Apple Macbook! It all ends August 5.

Check out www.areyouin.abercrombie.com and www.ready.hollisterco.com for entry and official contest rules. Good luck and stay FIERCE, my friends!

"Nice!" comments A&F!

Screenshot of Facebook.com. Sorry for the annoying black boxes, but I had to obscure personal info. | Click on image to enlarge.
As you all know (those of you who read my An Abercrombie Invitation (and Flirting)...Are You In? post), had a really great time at A&F more than a week ago and shared with you one particular shirt that I bought. I shared the picture on the Abercrombie & Fitch official page (and I say "official page" because there are loads of fake A&F pages out there) on Facebook. My photo scored a sweet number of 10 likes, and one person even posted it as their profile pic! lol Not only only, but it also garnered a comment by A&F! Apparently, my photo was sooo good it captured Abercrombie's attention to the fullest (and A&F rarely comments on fan photos)! "Nice!" posted Abercrombie & Fitch...Now how cool is that! What more could a fan want? :)

Stay FIERCE everyone!