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.

Monday, September 24, 2012

Letter from the Editor! | RUEHL No.925: Eight Years Later – A Celebration of the Launch of Refined Cool...


Ladies and gentlemen, I am very proud to introduce to you the first ever 'RUEHL Week' on The Sitch on Fitch! Henceforth, it is that special time of the year in which the ultimate fantasy of being a young adult in New York City – living and romancing and soaking in the fun and finer things in life – takes center stage, based in Greenwich Village heritage. It is when we take a walk down a dream lane, through the Village, filled with refined, casual cool; literary and modern artistic traditions of bohemian heart; swingin’ jazz clubs where the saxophone and bass make love in melody; and where is addressed that smooth bar down the street – you can hear the clinks of drinks, the laughs, and the murmurs of engaging conversation, amid an enthralling dim-light setting, enveloped by the whirls of light smoke – of where a lover awaits for the night in sensual delight... An exciting new initiative on the blog, 'RUEHL Week' rekindles and brings the romance of this iconic brand to the world!

Eight years ago today, Abercrombie & Fitch introduced its RUEHL No.925 concept to the world. And although the lights remained on for only a little more than five years, the world is still dotted with unwavering passion for this unique and timeless work of art. RUEHL never achieved international expansion, yet it commands a modest crew of fans beyond the borders of Americana. And furthermore, there are A&F Family fans of today that never got to experience RUEHL in some form, or another, but yet they still desire to know and understand of it. So very clearly, there its stands: an abstract monument to the allure of the Post-Graduate, New York fantasy.

Taking advantage of our humble worldwide influence in the A&F Fan community, 'RUEHL Week' is poised to respectfully satisfy the reminiscing RUEHL man and woman and keep the concept alive and in awareness of the thousands of minds across the globe. RUEHL is not exactly gone, and it will never be a faded fad...

I hope you enjoy our modest little RUEHL Week 2012 (September 24 –30). Themed Jazzin’ with Nostalgia..., it is a most fitting premier to what will be a tradition for years to come...

Stay FIERCE!


C.E.R., editor-in-chief


P.S. The blue group image beautifully set as the header of The Sitch on Fitch, for RUEHL Week 2012, is my all-time favorite RUEHL photo by Bruce Weber. To my personal reasoning, it embodies and exudes the entire core essence of the RUEHL concept...it is the brand’s ultimate photographic expression. Why so? Because it is the depiction of young adulthood, in a casually formal light, set in an anachronistic setting of modern bohemianism against time, and displaying the array of looks and moods, casual and professional, sophisticated and poised, of the ideal RUEHL persona...



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