Abercrombie & Fitch wasn’t always the worst. Founded in 1892 by David T. Abercrombie and Ezra H. Fitch, the company became the place where sportsmen went to shop for decades; it outfitted Charles Lindbergh for his famous solo flight across the ocean, Ernest Hemingway made A&F his first stop when visiting New York — and eventually did himself in using a shotgun purchased from the store — and the delightful 1964 Howard Hawks comedy, Man’s Favorite Sport?, saw Rock Hudson as a clueless salesman for the store passing himself off as a fishing expert.
Then, sometime in the 1990s, in an attempt to define the store in the crowded malls across America, Abercrombie & Fitch’s new owners turned the brand into the one-stop shop for aspiring frat boys, and other assorted bros who wanted to look like they belonged at Greek Week keg parties. Henceforward, clothes with the logo of a once-respectable company spent the next two decades as a symbol for pretty much everything bad in the world, especially since that company was so often in the news for less-than-flattering reasons.
Most recently, there’s Abercrombie’s attempt at making an anti-bullying statement for National Bullying Prevention Month with these “Bros Before Bullies” T-shirts.
Obviously there’s nothing wrong with raising awareness that bullying sucks, even if you express that sentiment on a shirt that also includes the vile word “bro,” except it somehow slipped the company’s mind to make the shirts for plus-sized people. Of course, under more normal circumstances this would have been seen as just a dumb oversight, but then we recall…