Mall Brands: The Comeback
For much of the 2010s, mall brands like Abercrombie & Fitch and Hollister seemed like relics of a bygone era. Their once-iconic moose logos, dimly lit storefronts, and heavy spritz of Fierce cologne became symbols of a fading early-2000s mall culture. Fast fashion giants and direct-to-consumer startups swept in, stealing market share and cultural relevance. For a while, many assumed Abercrombie, Hollister, and their peers would fade into retail history.
But in 2025, the story looks very different. Abercrombie & Fitch has become one of the retail industry’s biggest turnaround success stories, with Hollister riding close behind. These mall brands have tapped into the nostalgia economy while reinventing themselves for Gen Z and millennials—two groups who value inclusivity, quality, and authenticity above all.
Shedding the Old Identity
For years, Abercrombie & Fitch was synonymous with exclusionary marketing: shirtless models, narrow definitions of beauty, and stores designed to feel like a nightclub for the “in crowd.” That image eventually turned toxic, especially as consumers began demanding representation and diversity.
The brand’s turnaround started with a complete identity reset. Gone are the oversized logos, blasting house music, and dark store lighting. Instead, Abercrombie now leans into minimalist, elevated basics with a neutral color palette—think capsule wardrobes and versatile pieces that work in both office and social settings. Hollister, meanwhile, has leaned into a more laid-back, California-inspired aesthetic that appeals to Gen Z’s love of comfort-driven fashion.
Social Media: The New Mall
The real driver of their resurgence? TikTok and Instagram. Instead of being discovered in malls, Abercrombie and Hollister are now being rediscovered through social media hauls, styling videos, and nostalgia content. Influencers have reframed Abercrombie as a brand for “quiet luxury on a budget,” while Hollister has found its niche in denim and casual wear, often compared to higher-priced competitors like American Eagle or Levi’s.
Why It Works in 2025
Nostalgia sells. Millennials who once rolled their eyes at Abercrombie in the 2010s now feel a sense of irony and nostalgia when they see it reimagined.
Quality over trend-chasing. Both Abercrombie and Hollister have pivoted toward durable fabrics and better fits, contrasting the “wear once” model of ultra-fast fashion.
Inclusivity. Size ranges have expanded, campaigns feature diverse models, and the messaging is more about feeling confident than belonging to a clique.
Affordability. While not the cheapest, both brands position themselves in the sweet spot between budget retailers and premium labels—perfect for young professionals and students.
From Mall Rat to Modern Staple
What makes the comeback of these mall brands so compelling is how they’ve embraced reinvention without completely erasing their past. The nostalgia factor draws attention, but the product improvements keep people coming back.
Abercrombie is now a legitimate competitor to Zara, Madewell, and even Banana Republic in the smart-casual space. Hollister, once seen as Abercrombie’s younger sibling, has carved out its own place in the denim and everyday-wear market.
The story of Abercrombie & Fitch and Hollister shows that in fashion, no brand is ever truly dead—it just needs the right mix of reinvention and cultural timing. And as malls themselves begin finding new life as community hubs rather than shopping meccas, it feels fitting that their most iconic brands are making a comeback of their own.
