S.M. Highlights! | Moosin' Around!, The Summer's Begun...

         THE MOST AWESOME associates in the world are Abercrombie & Fitch guys and girls at the heart of running and repping the internationally-partying All-American icon worldwide! Check out some of our favorite pics so far - since the start of this epic Summer 2015! - in this premier of TSOF's Moosin' Around series where we share our weekly faves from the associates around the world we love!

"It's #friday go #crazy"   |   @abercrombie_munich
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News Now! | Abercrombie & Fitch 360 Mall, Kuwait City Now Open...

The door's all open! Welcome to the next level of A&F mall party-up!
Image, A&F 360 Mall, April 2, 2015

         AN ULTIMATE JUXTAPOSE of elegance and fierce cool coalesce to bring to the world the hottest spots on the planet, our beloved Abercrombie & Fitch! And this time, the latest gem has opened shop as of Thursday, April 2, to make Kuwait City the first international location ever with more than one A&F! Now host to the best of the renowned Abercrombie & Fitch Experience in rather much high concentration of euphoria, Kuwait's just gotten so much hotter... #WELOVEKUWAIT

News Now! | Abercrombie & Fitch 360 Mall, Kuwait City Opens Soon...

         ABERCROMBIE & FITCH ladies and gentlemen, mark your calendars! We're set to witness awesome history yet again with the upcoming opening of A&F 360 Mall in Kuwait City! The stoked associates are having at it, the iconic FIERCE wares settling in, and everyone's just too excited to get this #AFparty started high!

News Now! | Abercrombie & Fitch Mall of the Emirates, Dubai Opening Soon...

Sunset falls across Dubai... The great Sheikh Zayed Road,
in direction towards the Mall of the Emirates, and on which way one passes
the towering Burj Khalifa, the world's tallest man-made structure
seen here in far background.   |   (image source)

         INVIGORATED BY AMBITIOUS, visionary will, progress manifests in onward awes which only captivate and inspire further achievement of great. The premiere shining beacon of calibrated progress in the Middle East, Dubai has transmutated into a leading global icon inherent of such nature and facing the future ever on in stride with time. And far long awaited until now, the moment of meeting between it and another distinguished course of resolute, forward triumph has arrived. The modern Abercrombie & Fitch and the modern Dubai. A new era, indeed...

News Now! | Abercrombie & Fitch 360 Mall, Kuwait City Comin' Up...

         THE INAUGURAL DESTINATION for Abercrombie & Fitch in the Middle East, Kuwait City is a once-mirage now manifested into reality – the all-American icon has arrived in the region, and the city itself is about to get hotter! Now in the works, the second Abercrombie & Fitch to begin blasting the best of the A&F Experience in the great 360 Mall...

News Now! | Abercrombie & Fitch The Avenues, Kuwait City Now Open...

         FOR THE ALL-American icon, a new chapter has dawned o'er the magnificence of the Middle East: the premiere Abercrombie & Fitch in the region has now begun welcoming customers into the best of the A&F Experience! On Tuesday, December 23rd, 10:00 (AST; UTC+3), the all-new exceptional international location opened doors inside Kuwait City's The Avenue indoor shopping mall, one of the largest and utmost best of shopping centers in the regional market. The party's officially kicked off!...

News Now! | Abercrombie & Fitch The Avenues, Kuwait Opening December 23...

Mark your calendars for history!

         HERALDING THE ENTRANCE of the great all-American icon into the Middle East, on December 23rd, Abercrombie & Fitch will begin welcoming esteemed shoppers into the best of the A&F Experience! This inaugural store is situated in the distinguished The Avenues, one of the largest and utmost best of shopping centers in the regional market (read more). The store exterior itself has beautifully incorporated elements of Arabic architectural codes synthesized with the recognized Abercrombie & Fitch top tier aesthetic; it furthermore eloquently features the Abercrombie & Fitch name for the first time in Arabic script. This is truly an all-new, exceptional gem in the lineup Abercrombie & Fitch international locations!

News Now! | Abercrombie & Fitch Kuwait City...

         THE SANDS OF time have shifted with fateful winds to manifest this great next moment in history, the arrival of the Abercrombie & Fitch label in the Middle East! As it continues in the pursuit of establishing a formidable, premium retail infrastructure worldwide, the highly anticipated affair signals a wholly exciting new entrance into another key regional international market of unique allure and commanding consumerism. An unyielding heat wave of renowned, youthful all-American style is moving in...

As inaugural setting to this historic upcoming Abercrombie & Fitch location is Kuwait City, the cosmopolitan capital of its eponymous country being among the top most wealthy and progressive in the region. With partner Majid Al Futtaim for retail ventures in the Middle East, Abercrombie & Fitch selected the most distinguished of the city's shopping centers and one of the largest and utmost best in the regional market, The Avenues indoor shopping center which most recently was awarded the 2013 accolade, in the expansion and design category, of Gold Award for Best Shopping Center in the Middle East and North Africa:

"The Avenues was awarded this prize by the Middle East and International Shopping Center Councils, after excelling over other shopping malls. The Avenues is one of the world’s largest shopping centers and is the most visited in Kuwait. It boasts of a unique architectural design that brings together several architectural schools, giving a distinct identity to each district — inspired by some of the world’s oldest cities — and offering visitors a unique shopping experience. The Avenues offers a range of renowned brands, restaurants and entertainment centers spread over a leasable area of 270,000 sq-mt. It houses over 800 retail units and a multi-level parking lot with a capacity of 10,000 vehicles." – Arab Times, December 2, 2013

Specifically, Abercrombie & Fitch has taken strategic space in the Grand Avenue "district" of the overall seven in the mall. The subdivision is described as "[h]ome to major international brands debuted for the first time in the Middle East; [stretching] over 400 meters in length and approximately 22 meters wide, with palm trees lining the sides of the street; [boasting] a city feel with the stone-paved boulevard feature like that found in many European cities with architecture retail facades derived from international, local and contemporary influences; [c]overed with a transparent roof structure that allows sunlight streams and a heat insolent to enhance the outdoor feel similar to Oxford Street in London or the Champs-Elysees Boulevard in Paris; [t]he lighting [bringing] together modern brass etchings and Venetian design in the rotundas; and [including] a 2-story level 'Galleria' zone that houses a variety of international fine dining cuisines overlooking the Grand Avenue." Two adjacent units have actually been acquired to be set up as a greater store, and they are together on the ground floor and at a spot where the Grand Avenue and the Prestige, holding luxury brands, meet. Facing the A&F facade, the location is adjacent on the right to Louis Vuitton which itself, to the right, is across a perpendicular hallway from Dior, with both LV and Dior flanking either side of this hallway to proceed into the Prestige area. The setup places Abercrombie & Fitch shouldered with the luxury district, and it follows in code of positioning the brand's worldwide top-tier locations in sharp standing naturally neighbored with other internationally iconic, prestigious labels.

Construction is currently ongoing since this fall. Check out these shots from when the hoarding went up in September...

A&F The Avenues, Kuwait City, will be the third mall-based international Abercrombie & Fitch in the world (after A&F Chengdu and Oberhausen), and it will be the second of such of indoor setup (after Oberhausen). No official word yet on the store opening, though we can well expect it sometime by the turn of the new year!

Kuwait City, you're about to get hotter...

Stay FIERCE!

P.S. This post will be kept updated as new information becomes available, including links to new posts on the matter.

Images in this post by A&F The Avenues, Kuwait City team.

Corporate Culture! | Abercrombie Diversity & Inclusion Awareness Week 2014...

         IT'S THAT TIME again! Via five days of interactive activities for associates around the world, Diversity & Inclusion Awareness Week at Abercrombie & Fitch Co. is a period dedicated to the importance of the significant ethics valued at the Company.






In 2013, a European associate told The Sitch on Fitch that he had never worked for a company which placed such a unique and delightful emphasis on key aspects of a positive and progressive team. As a wonderful symbol of our multifaceted American spirit and, too, as a multinational company, Abercrombie & Fitch Co. prioritizes making a positive impact everywhere be its presence on the planet in our modern, globalized world...

Stay FIERCE!

Follow @TheSitchonFitch

Guest Voices! | Hollister Co. Mall of the Emirates, Dubai Opening...

PRESENTER

NATALIE

FROM

DUBAI, UNITED ARAB EMIRATES

REGARDING

HOLLISTER'S EPIC OPENING

         THE OPENING OF Hollister in Mall of the Emirates was amazing! I reached the mall at around 9:55AM – 5 minutes before it opened – and there was a huge line, but it was definitely worth the wait. I spent, like, 30 minutes in the changing room just trying on clothes. Hollister is one of my favourite shops, it's like my second home, and I adore the clothes...and the guys are so hot. :$ Here are some of the photos I took...

ME AND THE GUYS!
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WITH A FRIEND AND THE "LIFEGUARDS".
3  1     D  E  C  E  M  B  E  R     2  0  1  3

MONTAGE OF MY PICS FROM THE OPENING!
2     J  A  N  U  A  R  Y     2  0  1  4

Thank you to C.E.R.! It was my pleasure to share. :)

EDITORS NOTE: Inauguration of this new store in Dubai drew an awesome significant amount of traffic, though it was purposely a less-ostentatious (however, still fun!) celebratory affair than typical in other international markets because of regional cultural norms. HCo "Hot Lifeguards" were stylishly fully clothed. Abercrombie & Fitch Co. will continue to work with Majid Al Futtaim Fashion in expanding its brands in the region.

Follow @TheSitchonFitch

Stores Allure! | Hollister Co. Mall of the Emirates Opening Soon...

WRITTEN BY CAMERON, TSOF CONTRIBUTOR

         THERE'S A NEW store causing quite a buzz in one of the most upmarket shopping malls in the world. The hoardings have just been taken down over the past two weeks and the beautiful storefront of the brand new Hollister Co. store can be seen.

The store is causing such a storm because it symbolises the arrival of A&F in the United Arab Emirates. Helped by Majid Al Futtaim Fashions, an investment group, the brand is going to be expanding into the UAE over the next year. There is already an A&F store planned, although the location of it has not been released as of yet. The Hollister brand is the main focus for expansion as it has a wider target audience, which is helped by the lower price point.

The store features parts of the new design, which was shown at the quarterly earnings presentation back in October. The store design is similar to the Nanjing store which opened last month. I genuinely really like the design of this store, it adds a sort of modern look to the whole brand...

Anyhow, the store opens 10:00AM (UTC+4), 2 January 2014. Two "hot lifeguards" are already at the store, but are notably more covered up than normal! Head down to catch the opening of the new store, or even just to get a picture with the lifeguards!

It sure will be one great opening, and I'll be posting pictures from the opening day soon after!

Are you planning on heading to the new opening? Are you going to be working at the store? Whatever your thoughts on this upcoming great store... Drop a comment below and I'll be sure to get back to you!

Follow @TheSitchonFitch

Comin' Up! Hollister Co. Mall of the Emirates, Dubai...

HOLLISTER IN THE

MALL OF THE EMIRATES

NOW OPEN!

DISCOVER MORE (HERE)

Hey Dudes and Bettys!

You might recall that earlier this year I, fellow contributor Cameron, wrote about Abercrombie & Fitch Co. signing a deal with Majid Al Futtaim Fashion to secure a contract to bring its brands to the United Arab Emirates. (See prior post). News came and went, and nothing much was said about it. But after more developments and some great recent pics from our Irish correspondent, Patrick, there's more to come to know about the first A&F Family brand in the Middle East...

Currently under construction, this special upcoming Pier is being set up inside Dubai's Mall of the Emirates – the region's exceptionally exclusive shopping resort destination. HCo at the Mall of the Emirates will be located in what was previously the old Shoe Citi unit, between Forever 21 and the Spanish chain, Massimo Dutti. The storefront will be two storeys, although there could only be one sales floor, as is the majority standard internationally (though with some exceptions).

Boasting outstanding fashion retail, entertainment, and dining, the Mall of the Emirates is the perfect place for such as an iconic western brand! It's literally a multiple-award winning mecca of utmost quality. The complex already houses brands such as Diesel, DKNY, Guess, Longchamp, Nine West, Tommy Hilfiger, Victoria's Secret, Zara, and Breitling watches just to name a few. The mall is 2.4 million square feet (about 220,000 square meters) and has a 14 screen cinema; a 500 seat theatre; and two adjoining 5-star hotels. And it is also linked to Ski Dubai, an indoor ski resort!

After his trip to Hong Kong (see his A&F Hong Kong pics; the rest coming soon!), Patrick dropped by Dubai and passed by to see HCo's spot with its advertising. Note that it is a pic from Back-to-School 2011 sans exposed bodies and abs...

What do you hope to see from A&F in terms of marketing and operations in the Middle East? What do you think of the location? Drop a comment below and I'll be sure to reply!

Stay FIERCE
~Cameron

Fan-art © Cameron, The Sitch on Fitch

UPDATE (27 December 2013): HCo. Mall of the Emirates opens on January 2 at 10:00 (UAE standard time; UTC+4)!

Cameron in Scotland! | Some #SoCal News about HCo and A&F in the UAE and the UK!

Hey Dudes and Bettys!

Hope your all good this week!

I have to apologize as last week I said some of my female friends would be choosing some of their favorite #SoChill looks for Bettys but unfortunately, they haven't had time as they were at a One Direction concert. I should be able to bring you these next week.

Anyways, last week I talked briefly about the Abercrombie kids Savile Row store. I can bring you more information this week! Abercrombie & Fitch bought the building, 3 Savile Row, last summer, they then applied for planning permission to erect LCD screens on the exterior of the store and to attach flagpoles to the top of the building. They then specified that the interior would be like the A&F store which is already on Savile Row. The LCD screens surprised me as it is generally only the HCo and GH stores (such as Hollister Edinburgh and Fifth Avenue; GH Cardiff, for one example) that have these. Although I do think that the screens could look pretty cool on an a&f Kkds store.

Westminster City Council refused to give planning permission to change the interior and exterior, but have given permission for the building to be used as a shop as long as:
- No music can be heard from the street outside
- There can be no celebrity filled opening party
- There can not be any queues onto the pedestrian pavement (sidewalk) or road.
- No buggies/prams/strollers belonging to customers are not allowed outside the store either.

A&F has appealed against the decisions made by WCC, and the situation has gone to a Public Enquiry. I will inform you of any more information I discover!

Also, to all my Arabian readers out there, A&F has teamed up with Majid Al Futtaim Fashion in the UAE to develop the brand. They have planned for the first Hollister store to open sometime in the 3rd quarter of 2013 this is to open in the Mall of the Emirates, the largest shopping centre in the Middle East, and this is a massive step in the international expansion A&F have planned.

Majid Al Futtaim Ventures, the owners of Majid Al Futtaim Fashion, have also planned for an Abercrombie & Fitch flagship store to open sometime in early 2014. This is also to be somewhere in Dubai. I personally would love to see a store that looked like the one on Fifth Avenue (New York) or the Paris store. I personally think that these are two of the most iconic stores. But I guess Shanghai, opening later this year, may no longer be the last A&F opening for the time being as originally planned.

'We are very excited about the A&F joint venture and the growth potential for both the A&F brands in the region' said Ahmed Galal Ismail, CEO of Majid Al Futtaim Ventures.

A&F will need to take into account the very strict rules of the UAE and the Muslim religion.

Females are required to be covered up. They must have their shoulders and thighs covered, which obviously doesn't tie in with most of the Abercrombie tees and tanks. The mini skirts and shorts will also be a big no-go area. They are also not allowed to wear tight or transparent clothing. Men must have the upper part of there body covered if they are not at a beach (No, a HCo beach house doesn't cut it ;)). This obviously affects the greeters at the Hollister store and the Hottest Lifeguards when they promote the store. I don't think we'll see anything like a normal store opening, with 100 odd lifeguards. There must be no dancing or playing loud music in a public place, so the store will be exceptionally quiet opposed to what it usually is. And finally, the A&F adverts will need to be toned down as 'erotic' or 'sexual' advertising is strictly not allowed either. Overall, I expect the A&F expansion into the UAE will be very different to the usual stores and advertising.

That's it for this week,

Stay FIERCE!

~Cameron
You can follow me on Instagram: Cameron_Johnstone

3 Savile Row, London