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.

Wednesday, January 30, 2013

DOM IN ENGLAND! | AN ALTERNATIVE SPRING 2013 – PART I: ELEMENTS OF IVY...





One of my personal favourite periods of A&F style had to be the era of pure Ivy League influenced clothes – specifically the 2011/2012 Elements of Ivy collection. Before double denim, unbuttoned shirts and destruction were "in", A&F pushed a look which probably wasn't popular per se, but it sure was nice. It was luxurious. It was timeless. And it still remains my favourite period of A&F clothing ever.

Sadly, it would appear in the most recent looks that any hint of preppiness and Ivy League has been almost eradicated from A&F's clothing. But, do not fear. The Elements of Ivy look is still there, and it's back almost better than ever – it's just a little harder to spot in amongst a lot of the new merchandise. So, with that in mind here are a few outfit ideas to try if you're looking to throwback to the days of near-luxury A&F. Even if you're a trendy, fashion following A&F fan who goes nuts for neon colours and light wash denim, just step back and consider trying one or two of the following looks this season...you may be surprised just how amazing the classics are.

That's all for now. Speak soon guys!

Dom


Look 1

The Latham Pond Shawl sweater is simply one of the best items in the new collection, and it fits in everywhere. Team it here with a bright red windbreaker to evoke the spirit of sailing.



Look 2

Once again, the Latham Pond sweater is a winner teamed with a classic pink shirt and skinny chinos. To make yourself truly Ivy, add Sperry Topsiders in classic brown. These beauties were briefly featured in Spring Preview 2012 looks and it's a great shame they never came back – they are truly the real world, wearable equivalent to flip flops.



Look 3

A&F's new pocket tees are absolutely fantastic. Subtle, small moose logos are in my opinion infinitely better than the bigger ones. In this look, nautical stripes teamed with the shirt and prep fit shorts make for a distinctly classic, East Coast look. Add a few bracelets of your choice to top everything off.



Look 4

Athletic influence comes into play here, with the bright red fleece shorts teamed with the crisp white polo. This is heavily based on the original Privileged Athletic collection A&F pushed in early 2012. Add the new pullover windbreaker for a slightly sporty edge.



Look 5

This look is definitely for the brave – although it shouldn't really be. The new Flagstaff Mountain tees are pure Ivy, and the navy one looks great teamed with an unbuttoned classic shirt of your choice. The braided leather belt adds a punch to the best bit of all – light pink chinos. Seriously, just try them – you will love them. If you've ever needed a way to visually show how confident you are, then this is most certainly it.



Look 6

Nothing quite says "I'm an incredibly wealthy East Coast boy on vacation at our family home in Cape Cod and I'm now heading down to Hyannis harbour to meet Muffy at the Yacht" like wearing swimming shorts with a button up shirt. Just try it – you'll see how elitist you suddenly feel. Stereotypes aside, the main thing here is that fantastic half zip hoodie – it's pure old school A&F.



Look 7

This one was directly inspired by a mid 2011 look. There's just something awesome about the combination of the sweatshirt with the chinos – the shirt underneath just tops it off. Having everything look so worn in and rugged without looking scruffy is a crucial part of this look. Think of it as Ivy League with messed up hair...



Look 8

Anyone can team a polo with shorts when it gets slightly warmer, but only a real man has the guts to take things a step further by adding a cardigan to the outfit. A&F's new lightweight jersey cardigans are perfect for those in-between days when a hoodie is a bit too much and no outer layer is a bit too chilly.



Look 9



The new Algonquin hoodie is a real throwback to classic rowing inspired varsity sweatshirts. Add a gingham checked shirt with the only jeans that will do – selvedge dark wash skinny jeans. A white cloth belt adds a pretty unique touch that breaks up the dark colours on the top and bottom.



Look 10


And finally...I think this look pretty much speaks for itself. Few will have the guts to even try this, but if you can pull this off...I salute you!

Tuesday, January 29, 2013

FEATURED GOODS OF THE WEEK! | JANUARY 29 THROUGH FEBRUARY 4...






PREPPING YACHT FOR
WEEKEND FLING...

ABERCROMBIE & FITCH MENS
BEAR RUN TEE
Shown in white and light blue stripe
US$30

Check it out (here)!






SHE SAILS COURSE TO LOVE, FREEDOM, LOVE...

ABERCROMBIE & FITCH WOMENS
BELLE TEE
Shown in navy stripe (easy fit)
US$30

Check it out (here)!






a job well done...

abercrombie guys
ampersand mountain tee
shown in white and blue
US$17.50

Check it out (here)!






little miss rose-gardener...

abercrombie girls
emma shirt
shown in blue dot (easy fit)
US$34.50

Check it out (here)!






CRAY FUN IN THE WAVES...

HOLLISTER Co. DUDES
IMPERIAL BEACH T-SHIRT
Shown in turquoise ombre
US$19.50

Check it out (here)!






PHILOSOPHY #IN HOLLISTER...

HOLLISTER Co. BETTYS
WOODS COVE T-SHIRT
Shown in blue (easy fit)
US$17.50

Check it out (here)!






SYDNEY HARBOUR, YOU'RE
MY LOVE...

GILLY HICKS
MONA VALE SHIRT
Shown in blue plaid
US$39.50

Check it out (here)!


CAMERON IN SCOTLAND! | KEEPIN' IT FIERCE #IN HOLLISTER #SPRING2013 DURING #SO CHILL WEATHER...

Hey Dudes and Bettys!

How are you all this week?

Last week, snow arrived in my area for the first time in over a year! You can probably understand my excitement waking up to a sheet of snow. The picture on the right was taken on Friday night (25 January) at around 9pm. On Saturday the snow was still there with about 5 inches on the ground. But thanks to the 'great' British weather, it rained and all the snow was gone by Sunday morning, much to my disappointment.

Anyways, my post this week is going to help you look FIERCE but stay warm for the short remainder of the Winter weeks. It may be "Spring" fashion-season-wise, but the weather outside is still chilly. I'll start off with Hollister first, and then pick my favorites from Abercrombie & Fitch next week.







Hollister Dudes - Keep cosy from the bottom up with a snug pair of Dudes Classic Sweatpants (Shown in Navy, £44). Pop on a Monarch Beach Shirt (Shown in Blue, £40) Then top with a Rolling Hills Hoodie (Shown in Red, £60) and if you are planning on going out, be sure to put on a La Jolla Shores Jacket (Shown in Navy and Blue, £79). Finish off with a spray of Break Line Cologne, perfect for the Winter nights out!






Hollister Bettys - Keep warm from the bottom up with a bright pair of Bettys Skinny Sweatpants (Shown in Dark Turquoise, £39). Pop on a Oceanside Denim Shirt (Shown in Light Wash, £42) Then top with a Costa Mesa Hoodie (Shown in White, £50) and if you are planning on going out, be sure to put on a Beach Street Jacket (Shown in Bright Pink, £40). Finish off with a spray of Addison Perfume, perfect for the cold nights at home!

There you have it guys! Keep cosy next to the fire this winter. What do you think of my choices? What are your favorites? Leave me a comment below and I'll be sure to reply.

Stay FIERCE!

~Cameron

Instagram: Cameron_Johnstone

P.S. - Check out this amazing deal from the Abercrombie & Fitch sale! ;) Reduced from £120 to £119.90 - Save a whole 10 pence (6 cents)! [Sarcasm] LOL








Monday, January 28, 2013

MODELS SO HOT THEY WERE FEATURED MORE THAN ONCE! | PADDY MITCHELL - PART II...


His unique and captivating presence garnered the attention – and adoration! – of fans worldwide upon his debut as the main model of Hollister’s Spring-Summer 2011 campaign. Sharply handsome and with a distinctive allure among male models, he’s naturally made continuous appearances in A&F Family marketing imagery instores and online. And no one can complain, for he brings an unequivocally fresh, bold, and engaging look with each appearance. Your Editor-in-Chief, C.E.R., and American correspondent, Hayleigh, had agreed that he’d be great at the forefront of an A&F campaign...and fate inevitably agreed, as well. His name is Paddy Mitchell and he is your main man for this #ABERCROMBIEHOT Spring 2013!

The Sitch on Fitch brought to you Paddy’s first Models So Hot They Were Featured More than Once post nearly one year ago, and you can check out that insightful piece (here). But since then, Paddy has been gallantly there and back in the World of Abercrombie & Fitch. In light of his now leading role for A&F, we bring to you Part II of Paddy’s Models So Hot They Were Featured More than Once...



WE LOVE PADDY!






Abercrombie & Fitch Spring-Summer 2013 main image.




A&F Summer 2012 looks



A&F Back-to-School 2012 looks



A&F Back-to-School 2012 looks



The A&F Club gallery, Back-to-School 2012


Saturday, January 26, 2013

ARTISTICALLY INCLINED! | ABERCROMBIE & FITCH FAMILY ICONS...




#ABERCROMBIEHOT
#GILLYHICKSGIRL




The incredible all-new fashion season has arrived with a Spring storm of imagery afresh! With fine touches of bright color and cool, our American correspondent, Hayleigh, shares with us intimate photographic closeups capturing the Abercrombie & Fitch Family icons at the start of #Spring2013...









See more from the ' #SoHot A&F Family Icons ' album on The Sitch on Fitch on Facebook (here)!

Stay FIERCE!

The Sitch on Fitch thanks its American correspondent, Hayleigh Tilton, for her work. Images in this post and in the ' #SoHot A&F Family Icons ' album are by Hayleigh Tilton for The Sitch on Fitch and they may not be used/altered by a third party entity without permission from the author.

LETTER FROM THE EDITOR! | BLOOM OF THE #NEWLOOK...

They call it the representative of change. Seen as the embodiment of a novel expression; by design, it inspires the dawn of a new perception. Born out of inspiration with an eye towards the future, it takes form anew on frames and foundations of periods past. They call it the representative of change... They call it the #NewLook...

My fellow readers, it’s been a long time since my last Letter from the Editor, but such absence is no longer within sight of my agenda. To you, I write spirited and enraptured for it is the dawn of Spring 2013 and of a new chapter in The Sitch on Fitch. "Things will never be the same again," we promoted on our Facebook page, and surely they never will be the same henceforth....

As you might have noticed, The Sitch on Fitch has been boldly rebranded in reflection of an exciting new stage in its evolution. In essence, we are no longer all about news, but about style content, as well, which is now being pushed to the forefront of our offerings in equal footing with news. As a new feature, The Sitch on Fitch Playlist has heightened the visitor's experience to an ambiance unparalleled in the blogosphere. Performance-wise, THE HOTTEST BLOG is now belonging to what we can cheekily call "the millionaire blogs club" – blogs generating well more than one million all-time views. The launch of this "rebranding season" has furthermore brought in a new wave of higher-grade graphics and unprecedented visual detail to form new foundations for the future. The Sitch on Fitch is no longer a mere blog, it's a brand...a signature brand of pioneering fanaticism, and this #NewLook is its iconic quintessence.

I furthermore want to share something with you that I refrained from publicly sharing for months: notable members of A&F Home Office read and keep a "close eye" on The Sitch on Fitch. (Honestly, I wanted the right opportunity in time to share this on the blog, and this is now it). I was first contacted, actually, back in April 2012 by a corporate recruiter after the social media team first came across the blog. She approached offering me opportunities with the Company. However, for personal reasons, I was unable to proceed with obtaining possible employment at Home Office. Nevertheless, she told me that if anything she wanted to express the Company's appreciation for The Sitch on Fitch. Readership from the Company and its employees, however, now extends from the Company's upper echelons and on down to the impact members, store models, and Hot Guys. It was very humbling when a store model emailed me, thinking the The Sitch on Fitch to be an experimental Home Office project, upon his first discovery of the site. But The Sitch on Fitch is not by Abercrombie & Fitch. It's a devoted non-profit fan blog... And our pursuit of perfection is only equal to the power of passion.

Impeccable attention to detail and authenticity is what marks The Sitch on Fitch exceptional within the world-spanning A&F Fan community. I literally could not wait for the launch of Spring 2013 because it is the start of something greater on THE HOTTEST BLOG... something greater that transcends this #NewLook which is only the new signature platform. Throughout the season, more all-new features will be introduced along with the return of the reconstructed A&F Family pages on The Sitch on Fitch. So look for that coming up and more!

I leave you off with this incontrovertible statement: The Sitch on Fitch is a recognized global effort redefining the meaning of fanaticism...

Stay FIERCE!

C.E.R., Editor-in-Chief


P.S. The new 'The Sitch on Fitch' logo was inspired by, and pays a homage to, two things from A&F's past. Only a hardcore Abercrombie & Fitch fan will be able to tell me what those two things are. Think you know? Leave your answer as a comment below! Also, if you know the answer or not, leave me feedback on the #NewLook, as well...

Friday, January 25, 2013

Aimee in America! | For the Winter-Spring Transition...

Hey Fashionable Dudes & Bettys!

Last week I shared a few of my favorite items from Abercrombie and Hollister's pre-Spring collections that are also versatile enough for the end of Winter. So this week I've put together a couple outfits for the Sinter-Spring transition.

It's still really cold here where I live, but I think these are great to stay warm with this Spring's cutest items...




For the Bettys...

Start with a pair of Hollister destroyed medium wash super skinny jeans (US$25) from the So Cal Spring Jean collection. On top, wear a classic button down like Abercrombie's Marisa Shirt in blue stripe (US$58, flagship exclusive). Over that, wear the iconic logo A&F Drew Sweatshirt (US$48). Finish the look with the Hco North Jetty Jacket (US$79.50) in navy. With the mesh lining, it will be light enough for cool spring nights too.

For the Dudes...

From Abercrombie's Spring's Hottest Jeans collection, start with a pair of destroyed vintage dark wash A&F skinny jeans (US$49). On top, like the betty's look, wear a classic A&F shirt like the blue stripe Boreas Mountain shirt (US$68) under the A&F Navy Miller's Falls sweatshirt (US48). And finish the look with the green A&F Dun Brook Mountain Jacket (US$100). It isn't an All-Season Weather Warrior, but it's really similar. I think the snap closure is the main-or only difference. And I think the bold green is great for this look.




Closer to the spring, I'm looking forward to wearing something like this...


For the Bettys...

Start the look with a light wash A&F jegging (US$68). Sorbet pastels are so cute and bright for spring. The A&F bright green Shea sweater (US$58) over the A&F green plaid Maria shirt (US$58) is totally perfect for this bright look.

For the Dudes...

Sorbet pastels or 'bold color details' are trending for guy's fashion too. Like the first look, start with a pair of A&F destroyed dark wash slim straight jeans (US$98) from the Spring's Hottest Jeans collection. On top, start with the A&F turquoise Bear brook polo (US$60) under an HCo green and blue plaid Palm Canyon shirt (US$39.50). And complete the look with the A&F turquoise Opalescent River sweater (US$68).

 

Which spring trends can you not wait to try? Let me know in the comments below.

Until Next Friday...
Stay Fabulous&FIERCE!
xoxo Aimee ♥

P.S. I had my first Gilly Hicks store experience, can't wait to share next week!

Thursday, January 24, 2013

Coming Up! Hollister in Tianjin, China Opening February 2...

Mark your calendars, Tianjin!
Another Abercrombie & Fitch Co. opening in China (中国)? You betcha! The Hollister division of the Company is gearing up to bring the Southern California fantasy to Tianjin (天津). Opening inside the Tianjin Galaxy International Shopping Center (a recently opened commercial mall located in the Hexi District 河西区), HCo Tianjin will be the fourth Hollister store in mainland China (after Shanghai, Shenzhen, and Beijing) and the sixth overall in Greater China (including two previous openings in Hong Kong)...

Doors will be opening on February 2 (2月2日) at 10:00 (10点; China Standard Time). The date has been strategically set to fall at the time when the nation preps for Spring Festival, or 春節 (what the West calls "Chinese New Year" as it's the beginning of the traditional Chinese calendar). To give you perspective as to how big 春節 is in China, consider this description: "Chinese New Year is the main event in the annual calendar, the equivalent of Thanksgiving, Christmas, and New Year's Day in the United States rolled into one." So naturally, the Company is hauling in some beefcake to join the celebrations in honor of 春節!

Watch the short promotional HCo Tianjin vid, made exclusively for Chinese audiences, (here).

Stay FIERCE!

Wednesday, January 23, 2013

Abercrombie & Fitch in Munich! | Beautiful Diversity and Inclusion Video...

Together, we are one...

Check out this beautiful video from the A&F Munich team in honor of Abercrombie & Fitch Diversity & Inclusion. It carries the musical piece My Name Is Lincoln – originally composed by Steve Jablonsky for the 2005 film, The Island – which your Editor-in-Chief, C.E.R., and German correspondent, Sabrina, figured out after some quick thinking. ;) It's a piece that you may have heard before in other short videos or commercials carrying humanitarian, naturalistic, epic, or sweeping emotion themes. In essence, this video captures the epic majestic beauty of our human diversity, in a casual down-to-earth manner, as can be found in our everyday lives...amongst our peers...amongst our brethren...and how cool and significant it is for union, positive productivity, and the betterment of our selves as a whole. It is a message that is by a group of the greater worldwide Abercrombie & Fitch family, but that transcends the Company and all walks of life...

Dom in England! | Creating Custom Hollister Clothes...


As you’re probably well aware by now, I’m a huge fan of the brands created by Abercrombie & Fitch. However, I’m equally as enthralled by the clothes themselves, and attention to detail has always been something which has really grabbed my attention.

I’m not going lie here – sadly, Hollister, in particular, has been forced to sacrifice some of the attention to detail which made it so appealing to me in the first place. That isn’t to say the clothes aren’t any good – in fact, the upcoming spring floorset is shaping up to be one of the best in many, many years – but they have lost the little touches which made the clothes feel authentic. And I am a sucker for authenticity.

The problem isn’t so much the quality of the fabrics themselves, it’s the lack of variation in design that appeals to me personally. So, rather than moan about this, I decided to take matters into my own hands (literally) and physically create some entirely unique one of a kind pieces of clothing that nobody else in the world would have...take a look! I've also answered some basic FAQs you may have...



The Clothes

Emerald Cove Sweatshirt transformed into Doheny Custom Pullover...



The Original Emerald Cove Sweatshirt


The finished product...gradually faded and weathered green garment dye.


Custom destroyed appliqué logo and nicking and grinding at trims.







Moor Park Hoodie transformed into La Jolla Custom Hoodie...



The original Moor Park Hoodie


The finished product, now coloured in triple washed, double dyed light navy





Custom destroyed trims and edges, as well as hand painted and destroyed logo appliqué.




Cabrillo Beach Polo transformed into Capistrano Beach Custom Polo



The Original Cabrillo Beach Polo


The New Capistrano Beach Custom Polo, with inconsistent washed navy colour,
contrast seams and rugged destruction at hems and trims.





How did I create these?

A LOT of effort (haha!) Each piece of clothing turned out to be very different to create. I'm not going to go into specifics on each item, but the majority of the results have a lot to do with careful hand washing, hand dyeing and destruction – as well as the use of painting (yes, painting) on specific parts of the garments to achieve certain effects.

Essentially, it's reverse engineering of how A&F used to treat their garments – except I had no industrial manpower behind me to achieve the end products. However, the great thing about doing it by hand is that you not only get more control over how things are done, but what things are done – I've got some purple and black items in the pipeline, for example – things you cannot get at A&F or HCo.

Are they wearable? Washable?

Yes, completely. The clothes keep their original shape completely, it's just the way they are presented that I was interested in changing. They all wash entirely fine as well, despite the added destruction and dyes – it's all carefully done to ensure that they stay as they are.

There is after all no point in making something look rugged if it isn't actually rugged as a piece of clothing!

Are the items for sale?

They will be – but not just yet.

I am definitely planning on selling in the future. It's my aim to create completely unique, one of a kind pieces of clothing that are the only ones of their kind in the world. For this reason there will be no repeats in my work to maintain total exclusivity...




I absolutely want to hear from you about what kinds of things you would love to see – that includes both Hollister Dudes and Bettys, as well as A&F guys and girls. I want your honest feedback: what you think of the work I've done, how it looks etc – let me know.

Either comment below or drop me a line at domrushton@gmail.com...

Speak soon guys!

Dom

Friday, January 18, 2013

PHOTO EXCLUSIVES! | Abercrombie & Fitch Hot Guys Score at Munich's Englischer Garten...

You got game? ...These fellas do!
Footfalls thundered 'bout on the grounds of the Englischer Garten. Mere guys to the passers by, but gods of FIERCE attitude in the eyes of an A&F fan. There in the shadow of the Monopteros (a neo-classical circular colonnade inspired by the original, long-fallen, wooden Apollo temple), played out a match of wit and skill...eleven god-men and a soccer ball...

Romantic prose aside, some of THE HOTTEST GUYS had great fun in a game of good ole soccer during the week of their stay in Munich for Abercrombie & Fitch in late-October 2012. Early in the week, before the October 25 opening of the flagship store, game got real in the city's great Englischer Garten (a beautiful urban public park even bigger than New York City's Central Park; named after the common term "English garden" for English landscaping). But in actuality, this was was more than a game between mates clad in only A&F sweats and their bare flesh: camera crews were on site to film what we can only imagine was for footage of an upcoming Spring 2013 video. Soccer is the reigning king in Europe, and so it'd be really cool to see Abercrombie & Fitch finally bringing it to the forefront of its marketing game-play!

One of the guys who participated in the game was courteous enough with The Sitch on Fitch to share his share of images from the game. We can finally bring you our fan edits on the blog. Enjoy...



Top row: unknown model, Simon Evans, Jim M., Morten J., unknown model, and Tom K.
Bottom row: Chris Evans, Hugo, Robert J., Christian F., and Billy E.

















Happy weekend...play some soccer...and stay FIERCE!

Photos in this post are edited fan versions of the originals from the Abercrombie & Fitch team.