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Is the Abercrombie Boom About to Bust?

Both Abercrombie and its kid sister, Hollister, are surviving tariff shocks by ignoring the teen striptease of yore (and the toxic culture behind the scenes) and focusing on data to beat Temu and Shein at the TikTok game.

abercrombie
The path forward for the parentco requires staying diligent about brand distinctions, maintaining Hollister as the trend-testing ground that feeds customers up to Abercrombie for (slightly) more-sophisticated styling at a higher price point. Photo: Heather Hazzan/Courtesy of Abercrombie
Sarah Shapiro
June 10, 2025

Abercrombie & Fitch Co.’s stock price may be down nearly 50 percent year-to-date, but a quick trip to the mall tells a very different story. The disconnect is especially stark at Hollister, Abercrombie’s younger, cheaper sister brand, where the stores are packed with Gen Alpha girls and boys shopping together. Hollister is hitting its stride at the moment—it’s ranked number one in apparel among teens, according to the recent Piper Sandler survey. Wall Street is rightfully worried about tariffs—the American company’s clothes aren’t exactly made in America—but A&F group’s retail reality is actually far rosier.