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Saturday, July 13, 2013

Letter from the Editor! | Forward to Time Classics-Past, Forward...

Actor Alexander Ludwig for A&F "Stars on the Rise".
Pillars of a unique essence, the classics of a heritage – one exemplar by a natural character inherent – stand in timeless code in uniform of authenticity and vigor. Champions against the toils of time, their vitality remain unwavering and transcendent virtuous of a spirit aspirational. History can attest to periods were dullness in culture occurs out of veering from the classics. So, too, it attests to reinvigoration in a renaissance, enlightenment, a rise to the stars by resurging cultural shine in return to ageless cues of past-classic...

This Back-to-School / Fall 2013 season, Abercrombie & Fitch progresses forth anew in a return of uplifting classic vivacity! I was beside myself with ethereal joy – something not felt about recent seasons for a very long time, mind you – upon laying eyes on the gorgeous brilliance of this new campaign. Immediately recognizable to my awestruck eyes was the reappearance of some of the many principle components of A&F classics: authentically all-new, naturalist photography; the capturing of raw, physical attractiveness in a duality of model-sensuality and clothing-appeal; the adorable inclusion of our animal friends; and the highlight of rising youth. Providing a flashy new sheen, the classics allure is back... Now that’s what I’m talkin’ about!

More specific to what is the epitome of iconic classic about a Back-to-School (BTS) season at Abercrombie & Fitch is the theme of aspiring youths and a specific new approach to jeans. What can be considered the cornerstone of such tradition is Back-to-School 2004 – the launch of the Ezra Fitch higher-end clothing line featuring premium denim; a celebration of the young dreamers of the day; and a captivating splash of desire. Furthermore, such a Back-to-School served to revitalize an Abercrombie & Fitch after a decline in freshness. Six years later, the BTS 2010 “Screen Test” theme arrived, after the Great Recession, to rekindle with “the new generation of rising stars with a gleam of hope...” and a focus on jeans for the ultimate look. The years 2011 and 2012 continued on with the now-established 2010s custom of centralizing on jeans, but, although relatively fun, haven’t been on par in heart and cool-charm. More to a general point, after getting into a rut of redundant and wholly unoriginal (and uninspiring) imagery for many recent consecutive fashion seasons (I’ve been feeling there’s a reason why they long stopped posting the pictures on Facebook every new season like they used to, ahem, ahem), a monotony literally settled over, dragging on season by season, like a dull record on replay, totally uncharacteristic of the Abercrombie & Fitch we love. But that seems over now. To me, this all-new “Stars on the Rise” Back-to-School 2013 is the resplendent stimulate of classic A&F back in the spotlight! ...Beyond euphoric I am, indeed!

Meanwhile on The Sitch on Fitch, this Back-to-School 2013 is introducing a quantum leap in cool taking THE HOTTEST BLOG to the next level. Principally, there has been an unprecedented heightening of our visual graphics now modestly beginning to border simulated-3D augmentation for the first time. This has not only exponentially improved the quality of the site, but also created new groundwork on which to progress into the future. On another important note, I am pleased to announce that the globally-popular A&F Family pages by The Sitch on Fitch will finally return! Honestly, I have been bashed with numerous inquiries regarding the availability of the pages since their closing more than six months ago. Things happen, things change, and new ideas bring stuff back onto the drawing boards. This BTS 2013 season you will finally have them back and better than ever before. (See the right-side of the blog for dates). Also, THE HOTTEST BLOG will be expanding into a new social media platform...I won’t say much else until the official announcement soon; it is a new way of expressing our fanaticism and a very exciting new venture.

On a final high note, I would also like to announce the upcoming premier of an all new special edition series on The Sitch on Fitch...’Tales of Vintage!’ Nearly six months in the making, this will be an awesome series of weekly posts highlighting notable vintage pieces of clothing and other goods with their accompanying stories. Incidentally, back in late-May this summer, I received, by a good friend of mine, a now-collectible issue of A&F Magazine from that distinctive Back-to-School 2004. It is wholly incidental out of the fact that nine years later (and nine being my favorite number), the Back-to-School 2013 season resurges A&F with modern cool and elements nodding back to the original BTS 2004 “Rising Stars”...and me receiving this A&F Magazine while prep work for BTS 2013 was being finalized. Funny how fate works out for me all the time. Of course, I will be sharing this incredible collectible piece with you during this season among other things... ‘Tales of Vintage’ begins its FIERCE cool July 18 exclusive on THE HOTTEST BLOG!

Do make sure to check out what else awaits for you at abercrombie kids, Hollister, and Gilly Hicks, galore! ...This will definitely make for one beautifully memorable Back-to-School season.


We’re all gifted handsomely in our own unique way: dream in wondrous melodies, pursue your wholehearted ambitions, and never give up on the classics which make you iconic...



BABY, WHEN THEY
LOOK UP AT THE SKY,
WE’LL BE SHOOTING STARS
JUST PASSING BY...

“ N E O N   L I G H T S ” ,   D E M I   L O V A T O



As always, stay FIERCE!


C.E.R.
Editor-in-Chief
The Sitch on Fitch