There was a time when Abercrombie & Fitch was great. Even more so, it was important— a brand that defined a style of dress for several decades, and became a staple of American culture. Despite its transition into a shameful mall brand and negative PR magnet, Abercrombie & Fitch was once a company that outfitted presidents, pioneers, authors, actors, explorers and icons, all while maintaining a perception of an elite maverick. Today, the label faces an identity crisis. Their clientele is decidedly less illustrious than they once were, their products retain a faint connection to American heritage, and it seems that A&F is making headlines for anything but its actual clothes.

A&F has transformed many times over the years. What was once a boutique that sold high-end gear for outdoorsmen in the 19th Century is now a global fashion retailer known for its hyper-sexualized advertisements depicting underage models. In the last few years, the company looked to repair its reputation through a massive revision of its product and customer base. Immediately, one question comes to mind. Will simply changing the assortment of products and revising a destructive marketing strategy change public opinion of the brand? Abercrombie & Fitch’s bizarre history questions whether or not the company can re-establish the firm ethos it once had.

Follow Gunner on Instagram here.