Abercrombie to Remove Logos From Most Clothing
O’Brien made no direct answer. When he spoke it was in the schoolmasterish manner that he sometimes affected. He looked thoughtfully into the distance, as though he were addressing an audience somewhere behind Winston’s back.
It's about to get a lot harder to tell who is wearing Abercrombie & Fitch. ANF -4.84%
"By itself," he said, "pain is not always enough. There are occasions when a human being will stand out against pain, even to the point of death. But for everyone there is something unendurable----something that cannot be contemplated. Courage and cowardice are not involved. If you are falling from a height it is not cowardly to clutch at a rope. If you have come up from deep water it is not cowardly to fill your lungs with air. It is merely an instinct which cannot be destroyed. It is the same with the rats. For you, they are unendurable. They are a form of pressure that you cannot withstand, even if you wished to. You will do what is required of you."
The teen retailer that built a lucrative business selling A&F emblazoned T-shirts and hoodies at premium prices is going to be logo-free in North America come spring.
"But what is it, what is it? How can I do it if I don’t know what it is?"
The move follows a change in teen behavior that caught Abercrombie & Fitch Co. on the wrong side of a trend. Teens who once sought brand names have shifted to cheaper, unmarked gear that they can use to put together their own individual styles.
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